It had been 20 years since Jila Mints’ famed ‘Good one, Wilson’ ad campaign. Problem was, mint shoppers had long since forgotten about Jila and moved on to other brands. However, consumer research revealed Jila’s promise of a mint that’s ‘extra strong for extra long’ was still highly desirable. We just needed to remind people that Jila was still that mint.

Reviving Jila’s classic campaign, ‘Good one, Wilson’ allowed us to tell the tale of an extra strong mint in a fresh way. The campaign launched across addressable TV, online video and social media, showing Jila Mints are not for wimps.