Leo Burnett Group Thailand creates new language for teenagers that let them enjoy unstoppable deliciousness of chewing gum while they talk, open campaign with 2 films. For Thai teenagers, chewing gum is not so popular. Therefore, we have to find way to win young generation heart, who seek for fun and new experience in life. Dentyne gum come with new unique ice-cream flavor, going to make new gum chewing experience “fun chewing language” which will be too delicious to stop chewing.
Philosophy
Dentyne planned to launch a new product; Dentyne ice-cream gum, which has the unique delicious taste that lead to nonstop fun chewing.
Problem
Thai Gen Z life value is about fun. For Dentyne ice-cream gum to blend into these people's life, we create new value of our gums as “fun & nonstop enjoyment”
Result
People are awared and interested in our new product. Fun chewing language becomes a hot trend among teenagers. Sales of Dentyne ice-cream gum reaches a high number since first month.