Brand | MONDELÉZ |
Product/Service | CHICLETS |
Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
Category | Illustration |
Idea Creation
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Media Placement
|
STARCOM Cairo, EGYPT
|
Production
|
J. WALTER THOMPSON CAIRO, EGYPT
|
The Campaign
Inspired by the originality of the older packs, we took the existing undefined shape and transformed it into a mouth.
To bring this further, we injected modern and personalized elements, giving the new packs a retro look; a look appreciated by teens. We gave each of the four flavors a personality, a distinct character, using differentiating colors and elements such as piercing, mustache, braces.
It was now time to introduce these packs to the consumers.
Inspired from the mouth on the pack, we sent the packs online and had them engage directly with consumers. Just like that, the packs were introducing themselves by themselves.
Where did these gum express themselves? On Facebook live.
Creative Execution
The four packs are not only visually distinct; each one a character that is reflected by their look and speech. The one trait they all have in common is a sense of humor.
Spearmint is the oldest flavour so we gave him a moustache to establish this. When he speaks out, his strong sense of pride becomes apparent; proud to be the first among the four.
Tutti Frutti is the cutie pie of the gang. She is pink and has confetti-patterned lips. When she speaks, she’s polite and sincere, yet demonstrates diva-like behaviour as well.
Mastic is the cheeky one. She is green-red striped and has a piercing, she’s not necessarily trying to fit in. She likes to egg people on and provoke here and there.
Strawberry is red with green lips because, well, he’s strawberry! The braces reflect his nerdy nature. A softy at heart, he's often misunderstood.
Indication of how successful the outcome was in the market
The new packaging launched mid-January; therefore, it is too soon to report sales figures.
What did become soon clear was that Chiclets was successfully perceived as a younger, more engaging brand. The new packaging is appealing and intriguing. It is particularly attractive to teens with its fresh colors and funky elements: piercing, mustache, confetti lips, etc. – directly reflecting the modern teen’s interests. It’s safe to say there are no local or even regional gum brands competing with this approach in design.
The product design also leaves room for imagination and breeds potential: will there be a new flavor? What will it look like? The chewing gum packs are seen as funky collectibles and they are appealing enough to be kept once empty.
These days it is challenging to grab the attention of teens. They are very demanding, especially from brands, and do not want to spare their attention to average content. We wanted to gain not only their time, but also their love. These personalized packs reflected the behavior and attitudes of teens.
The latter are on a never ending quest for uniqueness. They adopt different styles and experiment with their looks on regular basis. Aware of this, Chiclets reflected these styles by adding unique traits on the packs.
The campaign idea - gum packs with a loud mouth going live and talking to consumers- was fully in alignment with out brand platform; Nothingness is everything.
Credits
Ahmed Wahid |
J. Walter Thompson |
Senior Art Director |
Malek Sharif |
J. Walter Thompson |
Senior Art Director |
Salma Hamouda |
J. Walter Thompson |
Account Director |
Sandra Hazem |
J. Walter Thompson |
Senior Account Executive |
Shady Abdel Aziz |
J. Walter Thompson |
Producer |
Ahmed Helal |
J. Walter Thompson |
Senior Project Manager |
Ibrahim Islam |
J. Walter Thompson |
Head of Design Unit |
Dina el Baz |
Starcom |
Media Manager |
Mahmoud Hamdy |
Freelancer |
Director |
Ahmed el Ganayni |
Magic Beans |
Executive Producer |
Mahmoud Derbala |
Magic Beans |
Senior Producer |
Ahmed el Naggar |
J. Walter Thompson |
Digital Strategy Manager, |
Ashraf Gaber |
Magic Beans |
DOP |
Amro Thabit |
J. Walter Thompson |
Art Director |
Asmaa Hassan |
Starcom |
Digital Media Manager |
Ahmed el Ruby |
Starcom |
Content Creator |
Mohamed el Sabaa |
Starcom |
Media Director |
Dina Abdelazim |
Starcom |
Senior Media Manager |
Shahenda Mostafa |
Starcom |
Media Executive |
Zeina Harbi |
J. Walter Thompson |
Digital Account Executive |
Mai Azmy |
J. Walter Thompson |
Managing Director |
Diana George |
J. Walter Thompson |
Senior Planner |
Ramsey Naja |
J. Walter Thompson |
Chief Creative Officer |
Menna el Sweify |
Mondelez Egypt Foods |
Senior Brand Manager |
Dina Medhat |
Mondelez Egypt Foods |
Brand Manager |
Ahmed Emad |
Mondelez Egypt Foods |
Media Manager |
Links
Social Media URL