Mars Snacking has unveiled a groundbreaking transformation for its renowned chewing gum brands – Orbit, Extra, Freedent, Yida. Introducing the new global brand platform, ‘Chew Good,’ this repositioning marks the most significant overhaul in over a century. It shifts the perception of these gum products from occasional refreshers to indispensable daily companions, offering a refreshing and unconventional “me moment” in today’s chaotic world.
Teaming up with Team Omnicom and Energy BBDO as the lead agency, the ‘Chew Good’ platform injects vitality into the brand, placing the act of chewing at its vibrant core. This strategic pivot involves a complete reimagination of the brand journey, introducing a fresh visual direction dubbed “Chewtopia,” captured by the lens of acclaimed photographer Hanina. Departing from conventional campaigns, it adopts a disruptive, poppy, and quirky aesthetic, targeting the under-25 demographic, the primary chewing enthusiasts.
Complementing this revitalization is a set of five hero films under the banner ‘Mind Mouth.’ These films, part of the refreshed creative, take a quirky approach to universally relatable moments when inner musings unexpectedly take center stage. Whether in a meeting, reading in a library, or attending a lecture, ‘Mind Mouth’ elevates the brand beyond expectations.
Alyona Fedorchenko, Global Gum & Mints Portfolio VP at Mars Snacking, emphasized the simplicity of ‘Chew Good’: “No matter where you are or what you’re doing, there’s a simple way to take a bite-sized me-moment with Orbit, Extra, Freedent, Yida gum. Because sometimes that’s all you need.”
Josh Gross, Chief Creative Officer at Energy BBDO, noted the unique potential of gum: “Gum has always been this thing we chew to be outwardly more confident or attractive to others. But it gets really interesting when you think about what gum can do for you inwardly, especially considering the totally bonkers world we’re living in.”
The ‘Chew Good’ campaign extends beyond films, featuring brand activations in local markets, streaming radio assets, an AR Snapchat lens, and a diverse array of social content on platforms like Instagram, Facebook, TikTok, and more. Boasting a substantial media spend of over $50 million in the first half of the year, ‘Chew Good’ aims to recapture pre-pandemic sales levels, with an initial launch in the UK, Poland, Spain, and CEAB, followed by a global rollout throughout 2024.
As ‘Chew Good’ unfolds across OOH, TV, and digital channels, it promises to bring joy to chaotic lives, one chew at a time. Stay tuned for a unique campaign slated to captivate audiences in 70+ markets, offering an exciting journey with hundreds of assets over the next year.
