Chewits: Mastering the Chewieverse

Chewits is a confectionery brand sold in the UK. With this campaign, Chewits brought back a character featured in its 1980s TV ads, thereby reaching its core audience of under-16s and re-engaging with adults who remembered the character the first time round.

Chewits: Mastering the Chewieverse

Agency: TayburnClient: Chewits - Leaf InternationalCategory: Digital, Viral and Emarketing

Executive summary

If you were a child of the eighties you may fondly remember the Chewits adverts of the era. Back then the sweets brand was a prolific TV advertiser and its memorable adverts depicted a monster character munching on everything from the Taj Mahal to Barrow-in-Furness bus depot, before finally finding satisfaction in a packet of Chewits. Simpler times.

Today, regulations banning marketing products high in salt and sugar from ad breaks in TV programmes aimed at u-16s have been...

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