Brief Description: Small budget Norwegian campaign for an established brand of chewable pastilles in a mature market. Objective: to reposition as a sweet (differentiate from its main competitor). Campaign was aimed at heavy users of the brand. Short TV ads with message 'one chew and you're hooked'. Sales increased in the short-term by 39% and 22% in the long term. This justified adspend---(TAGS)---Full Title: Myk Menthol: How advertising achieved great goals in a mature market ; Number: 2000/37 ; Brand: Myk Menthol ; Client: Malacoleaf ; Product Category: Food (Confectionery - sugar) ; Agency: Schjeldrup-Lund, Bendixen & Partners Norway ; Author: Morten Micalsen ; Prize Winners: 2 Star (Adworks ref: Advertising Works 11)