Fresh voices
Beldent wanted to get the throne back and be the undisputed #1 brand of chewing-gum. To do this we knew we needed to reconnect with younger generations. That’s when it hit us: our product is there for them to chew their feelings until they’re ready to let it go.
So... how about we put ourselves out there and create a platform for them to express everything they want. And most of all, how about we give a relevant voice to an entire generation?
We teamed up with one of the most popular rappers out there: Ecko.
Together we invited our audience to chew gum, and spit out what they feel.
Every little thought or feeling was collected and used as an inspiration.
We gave a generation a voice, and made a song that told everything theyhad to say.
We made a TVC invitation, we launched the song and we also documented the whole process. Now, we’re back where we belong.
+24% Sales increase | Top charted song on 10 countries | Top #10 tendencies on YouTube | + 1.8 MM Views only on the videoclip |
Awards:
1xGold + 1xBronce: Effie Awards
2xGold + 1xSilver: El Diente Argentina
1xGold + 2xSilver + 1xBronce: +Digital Awards
1xGold + 1xBronce: El Lápiz
Adforum: Top 5 best latin ads of February
YouTube: Top 10 tendency on Argentina
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