Objectives:

Launch the new Gorila Vintage and recover the interest of those who chewed Gorila bubble gum during their childhood/youth, reaching out a “nostalgia market” which is now very fashionable.

Challenge:

Speaking about the 'old days' without running the risk of having the brand perceived as old, outdated or passé. Placing the past in an up-to-date and contemporary brand narrative.

Idea and execution:

The new Gorila Vintage bubble gum has a flavour reminiscent of the best times of our lives. A special edition with the original flavour everyone remembers. How to revive a brand that lives only in our memory?

We searched for something that could be identified in the collective imaginary of those who are now in their 30s or 40s. Arcade Games, the “latest” technology in the 80s, was our choice.

Based on the concept "Back to the good old days”, we recreated these videogames and optimized them to be played on today's technology: smartphones, tablets and computers.

To promote this action, we developed a special QR Code on billboards and press inserts, made with real Gorila bubble gums.

By activating this code, an application was automatically downloaded for free containing our collection of “vintage” videogames.

With this action our consumers remembered their good old days playing Pong, Space Invaders and Arcanoid on their modern gadgets, while chewing a Gorila Vintage bubble gum.

Results:

In the first campaign stage, 3490 Gorila Vintage apps were downloaded every day. The App reached the first place on Top App Store Portugal - Free Games. Gorila sales increased 48%. It was so successful that we are now working on a new stage for the same campaign.

The new Gorila Vintage bubble gum has a flavour reminiscent of the best times of our lives. A special edition with the original flavour everyone remembers. How to revive a brand that lives only in our memory?

We searched for something that could be identified in the collective imaginary of those who are now in their 30s or 40s. Arcade Games, the 'latest' technology in the 80s, was our choice. Based on the concept 'Back to the good old days', we recreated these videogames and optimized them to be played on today's technology: smartphones, tablets and computers.

In the first campaign stage, 3,490 Gorila Vintage apps were downloaded every day. Gorila Vintage App achieved no.1 on Top AppStore Portugal – Free games. The brand sales increased 48%. It was so successful that we are now working on a new stage for the same campaign.