The film portrays a young man leaving his parent’s house for the first time. We see him exit the house to join a car already filled with his stuff, he is obviously ready to move to another place and walks with a lot of confidence while chewing a gum. We can see people around staring at him with emotion and admiration : his parents are sad to see him leave, the little neighbours are looking up to him with stars in their eyes. An epic music accompanies the scene, until it stops to reveal our hero doing an awkward dance in front of his car, while nobody around him seem to really care. The film ends up with the super « Do it like you chew ».

Challenge:

While the loss of speed of the chewing gum market in France is attributable to a lack of interest from teens, how can Hollywood Chewing Gum play again a role in their lives and reconnect to a new generation of chewers ?

Insight:

Being a teenager today means going through permanent pressure: uncertain future, dichotomy between an unlimited digital sphere and a real life full of constraints.

Solution:

We’ve recreated cultural proximity with our teen audience, by replacing the product effect at the heart of the strategy: the act of chewing releases tensions, helps you focus on the essential, and allows you to adopt a unique and free-spririted attitude whatever the situation you’re in. This attitude is synthesized in the concept of "Do It Like You Chew".