Fisherman’s Friend swaps TV for sampling
Fisherman’s Friend has put TV advertising on the backburner as it opts for an experiential sampling approach to shifting packets of its strong-flavoured lollies this winter.
The brand, which is imported by Stuart Alexander in Australia and New Zealand, is looking to drive down the age of people who buy the brand, targeting 30-somethings with a sampling push that asks men to choose between its ‘fresh’ or ‘feisty’ flavours.
Consumers will be able to interact with the ‘Fisherwomen’, characters similar to the one seen in a recent TV commercial in which a woman in a fisherman’s smock slaps in the face with a fish a man who has just eaten his first Fisherman’s Friend lozenge.
The sampling activity will be executed by Naked Communications.
I thought they already did sampling?
Does this mean they’re just winding back the ATL bits?
Cheap sexism is so much easier than a really clever idea, isn’t it?
Umm Fisherman’s Friend have been sampling @ sporting events for years… I worked on a huge sampling campaign for them 4 years ago which was done in lieu of TV … we sampled @ afl, nfl & other sporting events. This is not new @ all
I remember getting free Fisherman’s Friend samples with a sports mag maybe a year ago…didn’t even open the packet – I have bad memories of them being way too powerful as a child.