Chiclets Goes Live! Mondelez

Overview

The campaign aimed to revive Chiclets and transform it from a grandma brand into one that teens can relate to. We started at the core by redesigning the packaging; although Chiclets' old packaging was unique, it did not resonate with teens. Inspired by the originality of the older packs, we took the undefined shape on the pack and transformed it into a mouth. Modern and personalized elements were injected, giving way to a retro look. Through differentiating colours and elements, we gave each of the four flavours a character– such as piercing, braces and moustache – and a distinct tone of voice and personality.

To gain teens’ attention and love, we hijacked their platforms by jumping the popular and trending Facebook Live-wagon –with a twist – through animating the packs and having them interact with consumers. And so, the first live animated show on Facebook was created: Chiclets Weekly Live Nonsense. The idea was to generate dialogue around relatable content by appealing to teens through trending, light-hearted topics. There was ample room for engagement as the packs invited consumers to pitch in and interact. Through their phones, Teens had access to an entertaining platform where Ping-Pong chitchat got rolling.

If the so-called nonsense one engages with on the Internet as a teen addresses one’s originality, then it’s the most important kind of nonsense there is. Springing from this, the Chiclets campaign platform was born: Nothingness is Everything.

Additionally, four copies were created and aired on mass-targeting mediums such as Youtube, Facebook and TVC. These copies introduced the new packs and established the time and day of the Facebook live episodes. As for the voices behind the packs, we recruited 4 talents to represent the flavours in both the invitation videos and live episodes. Using motion-capture technology, the talents' mouths and body movements were reflected onto the packs.

Awards

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Dubailynx 2017

Design / Gold

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Dubailynx 2017

Media / Silver

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Dubailynx 2017

Media / Bronze

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