Brand Experience and Activation > Use of Promo & Activation

CHEWABLE PENCIL

AGE ISOBAR, Sao Paulo / GANG / 2012

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

Our objective was to make our consumer (students and young people) try our product (chewing gum).

Effectiveness

Massive impact on social networks.Brand is thinking of launching it as a product soon.Students less stressed.

Implementation

Chewing gum is a very simple and old product. How then could we surprise our target?People often bite pencils in moments of jitters. GANG GUM decided to make that a sweeter experience by creating the first chewable pencil. 5,000 pencils with gum on one end were placed and distributed in schools during the final exams. A unique way to surprise students and promote GANG GUM’s flavours.

Relevancy

We've used as media something that is always with students -pencils- in a very creative way: people are always biting them, so we've added our product on one end of the pencil, adding flavour and sweetness to it. We've given enjoyment, taste and flavour to moments of tension and jitters. We've found a creative way to make our target try our product.

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