Chewits: Mastering the Chewieverse

Agency: Tayburn
Client: Chewits - Leaf International
Category: 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 in place for 4 years, instead, Chewits concentrates marketing spend online, introducing the brand and its mischievous mascot to a younger audience, whilst re-engaging with a nostalgic audience.

At the heart of the digital marketing is the creative approach and interaction between consumers and brand mascot 'Chewie the Chewitsaurus'. A comprehensive digital programme centred on Chewie and his world has achieved impressive results for an iconic British sweet brand that had lost its way.