2015 Winners & Shortlists

Brief Explanation

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. Digging deeper into the teens insights, and after deep researches, we found a conflict between generations that the teens is facing now, in which their parents and any superior older generation is always criticize what they do, and the way they have fun, and could also classify it as silly, stupid acts, and waste of time too. 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.