Eclipse
Dare to Dine Guide
Eclipse used an integrated Zagat marketing program including custom guides, a Web campaign and a launch event to target consumers who would "Dare to Dine" at the boldest restaurants in America to set Eclipse apart from other brands.
Strategic Focus
Advertising tie-in
Client Objectives
- Promote the Eclipse "Dare to Dine" campaign to a targeted demographic
- Stress the growing need for Eclipse products "for powerful fresh breath" as the American culinary palate changes to "bolder, spicier and zestier" tastes
- Differentiate Eclipse from other chewing gum and mint brands
Zagat Solution
- As part of an integrated campaign, Zagat produced a 64-page custom guide promoting restaurants in 13 markets with the most "inventive menus, bold cuisines and fusion dining"
- A list of these establishments appeared on candystand.com, as well as a sweepstakes offer to win the guide, reinforcing the Eclipse brand and driving repeat traffic to the Web site
- The President of Zagat Survey spoke at the launch event at Morimoto restaurant in NYC, one of the featured "bold" restaurants, garnering PR and media attention for the campaign
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