Ever since the day there was gum, there was Chiclets. But times have changed, and teens have begun to perceive Chiclets as the grandma’s gum. Just like grandma, the brand clearly needed a facelift. It was time for Chiclets to speak the language all youngsters speak. It was time to get silly.
Based on the insight that the purest sense of joy for teens comes from activities with no real purpose, a new message emerged: Nothingness is everything.
The revamp campaign featured a TV spot whose main characters were Karim and Karim’s father, who is not at all impressed by his son’s ridiculous achievements – bathing with the highest number of rubber ducks, weightlifting fresh chicken, dog-training a goat, and pulling extremely obvious optical illusions…
The team knew that the message was so profound and yet so silly that an older generation simply might not get it, but the brand which needed to take sides, choosing to endorse teens and their fun loving ‘nothingness’.
The campaign also invited youngsters to take part in “The Championship of Nothing” and engagement was beyond expectations. In this ridiculous competition on Facebook, where participants submitted videos of themselves doing silly acts of nothingness, believe it or not, a winner was found.
Chiclets’ nothingness is everything.
– Read more about the Chiclets ‘Nothingness’ work on Campaign Middle East.
