With just over 50% market share, Eclipse is the #1 mints brand in Australia. During the pandemic in 2020, sales across the category were down -12% vs the last quarter, and were set to decline further due to people’s limited mobility, and face to face connection (the need for fresh breath wasn't as prevalent). This dynamic was even more pronounced in Victoria given the State’s extended lockdown periods.
The primary purchasers of Eclipse are coffee guzzling, white collar office workers.
Given this audience were no longer in the office (and therefore not as self-conscious about their breath) we needed to find a new reason for a broader segment of Victorians to buy Eclipse during lockdown.