Chew Bold

Stimorol launches new “Chew Bold” brand platform with film starring a boxing sloth.

Perfetti Van Melle chewing gum brand, Stimorol, is targeting Gen-Zers with a new platform, “Chew Bold.” Created by AMV BBDO, the platform launches with a film of a boxing sloth, directed by Emmy-winning and Grammy-nominated director Jake Scott at RSA.

Inspired by Gen Z’s belief that you don’t need to blend in to belong, “Chew Bold” encourages audiences to be confident, carefree and true to yourself, no matter who you’re with or where you are.

The “Chew Bold” platform is embodied by the sloth who stars in the launch film. Not fitting the stereotype of a fitness fiend, he’s working the speedbag like a pro. Having finished his workout, he cooly nods at curious gymgoers and nonchalantly saunters to the door. As our sloth leaves the gym it’s revealed he is actually human 20-something who Chews Bold and doesn’t need to blend in to belong.

“Chew Bold” marks a key milestone in Perfetti Van Melle’s ongoing strategic investment in growing and modernising its gum portfolio and is the first major new brand campaign and platform for Stimorol since Perfetti Van Melle took ownership of the brand in late 2023 as part of its acquisition of Mondelēz International’s gum business in the US, Canada and Europe.

Ana Khmiadashvili, Global Marketing Manager at Perfetti Van Melle, said: “Stimorol isn’t your regular gum. With distinctive flavours like liquorice, cinnamon and wild cherry, alongside mint, it’s undoubtedly for the Bold, for those who aren’t afraid to stand out. “Chew Bold” is our call to Gen Z to chew with confidence and feel secure in who they are, to belong without blending in.
AMV BBDO responded to our brief with a clever brand strategy brought to life with a bold creative idea. We think our boxing sloth is really going to resonate with audiences and win over a whole new generation for the iconic Stimorol brand.”
Helena Georghiou, Managing Partner at AMV BBDO said: “It’s so great that Gen Z is changing the script about what it means to belong, and it ties in with Stimorol’s longstanding reputation for being the chewing gum of choice for those of a bold disposition. The sloth isn’t the most obvious idea, but it’s one which is going to help Stimorol stand out amid the usual chewing gum tropes and delight the Gen Z audience PVM wants to reach.”

The new “Chew Bold” campaign runs on television, digital and OOH in Denmark, Switzerland and the Netherlands.