New anti-snoring product Mute wanted to challenge perceptions of snoring and transform it from a taboo topic into a trend.
To launch in the UK we identified awkward situations where snoring might ruin the moment, challenging consumers to ‘hit the Mute button on snoring’.
To engage the vocal online community, we shot an undercover video that we ensured went viral by seeding it in the press and across social media. We also used Mute’s ambassadors – Sir Steve Redgrave and Jenny Chapman, Britain’s loudest snorer – to launch the product at Boots’ headquarters.
Our launch campaign reached more than 2 million people on social media, generated a double-page spread in the Daily Mail and Mail Online, and helped sell over 10,000 units within the first month.