Chewing gum was once a prevalent part of youth culture, but the behavior is now on the decline. According to research from 2019, Gen Z chewed gum only 13% but the trend continues to decrease year by year.

The key barrier is the lack of a clear purpose for chewing gum, as other functional benefits have been replaced by alternative products. Chewing gum is no longer considered "cool" and has lost its place in the lives of the younger generation.

As a category leader, Dentyne needs to create a reason for chewing gum and make it a ritual again.

To revive the chewing gum ritual, we must make it relevant and familiar to the younger generation. According to the National Health Organization, more than 90% of the young generation play games. To them it’s more than playing, it’s passion.

To demonstrate that Dentyne can increase concentration and let you enjoy your passion better, we created a live demonstration with the fastest growing passion among young generation, gaming, and let individuals take challenges like they never had before by collaborating with one of the most famous gaming platforms in Thailand, PUBG, who is ranked in top 20 most popular app in Thailand. Dentyne will help you stay focused whatever the challenges you face in the game.

Generation Z is a passionate group. For them, gaming is an integral part of their lives. While others may view gaming as a waste of time, Gen Z sees it as an opportunity. E-sports gaming is ranked in the top 5 future careers for Thai children and teens. To achieve their dreams, they need to level up their gaming skills. This is where we can change our game. Research has shown that chewing gum can improve concentration; this can be the secret weapon to help Thailand's 32 million gamers stay focused and beat their game.

One of the worst enemies of concentration is distraction. But without distraction, there will be no improvement.

Dentyne partnered with PUBG, the number 1 mobile game in Thailand, to modify in-game tools to require extra concentration to win.

Introducing “The Focus Battle” by Dentyne, a live e-sport competition that invites top gamers to compete on PUBG that is exclusively designed with Dentyne, players face extreme challenges including accidental distractions. Some features in the game were designed to malfunction, such as map navigation, sound, weapons, etc. The only way to win the battle is through extreme concentration by chewing Dentyne. Meanwhile, audiences subconsciously learn the habit and benefits of Dentyne through rooting for their favorite gamers.

1.5 mil minutes of the content were viewed.

4.1+ M gamers watched the campaign leading to the increase of sales of 94% in October 2022 compared to the previous year.

Pub G has included these new challenges designed together with Dentyne and already bring it to the platform for all gamers.