Creativity

These Packs of Gum May Save You in the Stickiest of Situations

Sometimes, You Just Need a Good Icebreaker

By Ann-Christine Diaz. Published on Apr 13, 2017

Editor's Pick

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.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Apr 13, 2017
Agency:
Ogilvy & Mather Paris
Client:
Stimorol
Director:
Manu Coeman
Production Company:
QUAD Films

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.