2015 Winners & Shortlists

The Campaign

Chiclets come back in the market was a great challenge, as it wanted to shift its main users and target consumers to be the teens, after a research was conducted, a great opportunity and threat at the same time was concluded that Chiclets is in the TOM of the teens although they consider it a very nostalgic thing that could fit their parents or even their grandparents, and not them the cool and up to date generation. Chiclets opportunity was to come back targeting teens classifying itself as their nonjudgmental partner, that would watch their silly and creative actions and support them to do more of it, that would create brand likability, and position the brand totally differently in the teens minds.

Success of the Campaign

Chiclets comeback was very successful, targeting what we exactly wanted, teens and was positioned as exactly planned, the silly fun supporter, were other generations don't appreciate. We as Chiclets are the non-judgmental partners of teens. Building a very strong base of engagement with our the target.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

1st: We had a 30” copy that emphasized perfectly on the way teens creatively have fun, and a parent watching sadly his son’s silly acts that he is not happy about at all, adding the pack itself speaking up for the boy at the end of the copy and inviting him to our platform online 2nd: A very simple video on our Facebook page that is describing the mechanics of the game and how to participate in it, defining what are we expecting which is Silly and Creative Actions 3rd: People would create their own videos of Creative and Silly actions and upload, the most likes a video gets will be crowned the Champion of Nothing in the competition