Air Action Vigorsol – a blast of fresh air

Air Action Vigorsol was the best-selling chewing gum brand in Italy, a position it had enjoyed for a number of years.

Air Action Vigorsol – a blast of fresh air

Bartle Bogle Hegarty


What do you do when a proven communications model stops working, when people are no longer engaging with your advertising, and you're asked to achieve significantly better results with the same money?

You take inspiration from what your audience are engaging with; the bits in between the ads. And you enlist the services of a chipmunk with incredibly powerful farts.

This paper tells the story of a campaign for Italy's leading chewing gum brand – Air Action Vigorsol – that developed a brand new communications...

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