Clorets' pole dance for mini mints

Malaysia - McCann Erickson has launched the Clorets Dark Secret mini mints through a campaign which involves a pole dancing competition for amateurs.

"We wanted to associate with an activity which is ‘naughty' in nature and yet perfectly legitimate, hence the birth of Clorets amateur pole dancing competition," senior brand manager Claire Dominic said.

The competition will run till 3 August. The product was also launched in Thailand and Singapore.

As part of the campaign, Clorets has also designed a website. "This is the first time that we are using digital media in such a big scale apart from other traditional mediums such as cinema advertising, print advertising, and point of sale materials," Dominic added.