Mars has announced a major overhaul of its Orbit, Extra, Freedent, and Yida chewing gum brands.
The shakeup sees the launch of a new global brand platform – ‘Chew You Good’ (Chew Good in the EU) – which aims to reposition Orbit, Extra, Freedent, and Yida from an “occasional freshening fix to an essential everyday chewing companion that delivers a refreshing and unconventional me moment for consumers in an increasingly chaotic world”.
Marking a strategic pivot, the reimagining of the entire brand journey also includes a fresh visual direction that Mars has dubbed “Chewtopia”, shot by acclaimed photographer Hanina. In a departure from previous campaigns, it boasts a “disruptive, poppy, quirky aesthetic” aimed at recruiting the next generation of consumers, the under 25’s demographic.
The rollout of the ‘Chew You Good’ platform will be supported by a collection of five hero films titled ‘Mind Mouth’. There will also be a collection of brand activations in local markets, including streaming radio assets, an AR Snapchat lens, as well as a large suite of social media content.
The platform will be backed by a multi-million-dollar media spend in the first half of the year and comes as Mars reveals that its gum portfolio has returned to pre-pandemic sales levels.
The campaign will launch in the UK, Poland, Spain and CEAB across OOH, TV and digital before being scaled across the rest of Europe, Australia, America and the Middle East throughout 2024.
“Chew You Good, three words that remind us that no matter where you are, or what you’re doing, there’s a simple way to take a bite-sized me-moment with Orbit, Extra, Freedent, Yida gum. Because sometimes that’s all you need,” said Alyona Fedorchenko, Global Gum & Mints Portfolio VP, Mars Snacking.
“And we are completely unapologetic in trying to support that endeavor, it’s what consumers are telling us they want from our brand, and it’s what we intend to deliver, one chew at a time, with the launch of this exciting new platform.”
