Mondelez' latest campaign for gum brand Stimorol wants to start conversations. And it's doing so in two ways. With its agency Ogilvy Paris the brand has created new packaging designed to enhance users' gum sharing experiences. Packs of gum are now emblazoned with universal messages to help break the ice in social situations: "Thanks Bro," "You're Hot," "So Proud of You," "You're a Rockstar."
To promote the "Dare to Open Your Mouth" campaign, the brand has also debuted a pair of risque spots, which illustrate how the gums' messages come in handy in the most absurd of scenarios. A young man walks up to the window of his crush, "Romeo and Juliet"-style, only to find her kissing another woman. She tosses him a pack: "Best friends forever." Another ad finds a guy waking up from what looks like a wild night, his female partner dozing happily in bed. As he leaves the room, he surprises another young man eating breakfast. The pack he tosses over reads, "Best Mom Ever."
"The messages are meant to break the ice," said Emmanuel Lalleve, Ogilvy Paris executive creative director in a statement. "We want people to own these messages and deliver them in their own way by taking inspiraiton from the films."
The ads will run across the European markets were the gum will be sold. They were directed by Manu Coeman via Quad Productions.