Stuart Alexander has launched an experiential campaign for Fisherman's Friend in a strategic shift away from its traditional television platform. With creative by Naked Communications, the aggressive below the line sampling-based campaign has the ambitious goal to secure double digit growth in 2011.

The introduction of 'Fisherwomen' represents two variants of the lozenge – green (Fresh) and red latex (Feisty) relating to Fresh Mint and Original flavours respectively. Consumers will be able to interact with the 'fisherwomen' to answer the tongue in cheek question as to their preference – fresh or feisty?

Paddy Bryans, Head of Confectionery Marketing for Stuart Alexander said it was an iconic brand with extremely high awareness and therefore a difficult perception to counter in any ad medium.
“The issue is that the core proposition of ‘strength’  can make it quite challenging – many consumers are literally afraid to even try it. We wanted to find a creative way of inviting consumers to reconsider their perceptions of the brand and its flavour,” he said.

Targeted at the 30 plus age group, the sampling program will be rolled out across large-scale sports events in Australia and New Zealand throughout the winter months with the aim of encouraging product trials in a relevant environment.