Campaign details
Brand: Mondelez - StimorolLead agency: GorillaRegion: EMEA
Objectives
The gum category is worth R1 billion and is declining in volume! The habit of chewing has also diminished.
The category message has become too functional.
Chewing is more than just fresh breath, but the category has positioned chewing gum as a necessity – to fix a problem – and over-dramatized the benefits of a refreshed mouth.
Stimorol's key messaging has previously focused on "Refreshing Habits".
The brand completely relaunched with "Mouth and Mind Refreshment".
The category reframe aimed to get ambitious trendsetting Afrillennials from...