Mars Snacking

Chew Good

Agency: BBDO


Mars has announced the most significant overhaul of its Orbit, Extra, Freedent, Yida brand, the world’s number one chewing gum product, in over 100 years. This shakeup sees the launch of a new Global brand platform, ‘Chew Good’, which repositions Orbit, Extra, Freedent, 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.

Created in partnership with Team Omnicom and Energy BBDO as lead agency, the Chew Good platform breathes new life into the brand, placing the act of chewing right at its vibrant core. Marking a strategic pivot, the purposeful reimagining of the entire brand journey also includes a fresh visual direction that the brand has dubbed a “Chewtopia”, shot by acclaimed photographer, Hanina. In a departure from previous campaigns, it boasts a disruptive, poppy, quirky aesthetic aimed at captivating and recruiting the next generation of chewing champions; the coveted under 25’s demographic that is the most likely to chew of any age group.

In addition, the CPG giant is rolling out brand new ad copy to shepherd in the new era for the brand. The refreshed creative, a collection of five hero films titled ‘Mind Mouth’, doesn’t get caught up in category conventions. The campaign elevates the brand beyond the expected with a quirky twist on those universally relatable moments when our inner musings take center stage at the most inopportune moments, like when we are in a meeting, reading in a library or attending a lecture.

“Chew Good, two 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.”

Josh Gross, Chief Creative Officer, Energy BBDO said: “Gum has always been this thing we chew to be outwardly more confident or attractive to others. But it gets really interesting when you think about what gum can do for you inwardly, especially considering the totally bonkers world we’re living in.”

In addition to the film assets, “Chew Good” will include a collection of brand activations in local markets, streaming radio assets, an AR Snapchat lens, as well as a large suite of social content deployed across Instagram, Facebook, TikTok and more.

The platform will be backed by a bumper media spend of over $50m in the first half of the year alone 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. It is slated to run in 70+ markets, including the deployment of hundreds of assets over the course of the next year.

This professional campaign titled 'Chew Good' was published in United States in January, 2024. It was created for the brand: Mars Snacking, by ad agency: BBDO. This Integrated medium campaign is related to the Confectionery, Snacks industry and contains 5 media assets. It was submitted 3 months ago.


Mars Snacking
Rankin Carroll, Chief Brand & Content Officer, Mars Snacking
Brad Cole, Senior Director Brands & Content Europe, Global Brand Content, Mars Snacking
Elizabeth O’Sullivan-Prentice, Senior Regional Manager Brands & Content, Global Brand Content, Mars Snacking

Energy BBDO
Jeff Adkins, President & CEO
Daale Carter, Managing Director
Josh Gross, Chief Creative Officer
Robin Laurens, Executive Creative Director
Jonathan Fussell, Executive Creative Director
Lucas Owens, Group Creative Director
Remy James, Senior Art Director
Bethany Berg, Senior Copywriter
SoA Ryu, Associate Design Director
Larry Gies, Chief Strategy Officer
Julia Hodson, Strategy Director
Ashley Gill, Global Client Service Director
Lucie Lavrard, Account Director
Grace Hargrave, Account Director
Azia Perkins, Senior Account Executive
Julia Cwiklowski, Project Manager
Jeff Davis, Director of Production
Valerie Bonner, Senior Producer
Lily McNamara, Senior Producer
Natalie Pomagier, Senior Producer
Tyler Jones, Producer
Amy Van Ryzin, Senior Business Manager
Vanessa Vasquez, Business Manager
Karen Smith, Senior Talent Manager
Daniel Kuypers, Executive Director of Music
Cara Niemi, Music Business Coordinator
Brandy Ricker, Senior Music Supervisor

BBDO Network
Luiz Sanches, Chief Creative Officer, North America
Max Geraldo, Chief Creative Officer, BBDO Canada
Jake Bundock, Associate Creative Director, BBDO Canada

Partner Agencies
Media Agency: EssenceMediacom
PR: Weber Shandwick

Film Production
Production Company: MJZ
Director: Nick Ball
Executive Producer: Noah Goldsmith
Producer: Ewen Brown
Editorial Company: Final Cut
Editor: Jeff Buchanan
Senior Cutting Assistant Editor: Megan Marie Connolly
Assistant Editor: Julio Samaniego
Managing Director: Justin Brukman
Executive Producer: Suzy Ramirez
Head of Production: Rebecca Mitchell
Senior Producer: Kristina Thoegersen
Color Company: TRAFIK
Colorist: Ricky Gausis
Assistant Colorist: Sam Ziaie
Producer: Phoebe Torsilieri
VFX Company: Parliament
VFX Supervisor: Paul O’Shea
VFX Leads: Miles Essmiller, Paul O’Shea
Creatives: Taner Besen, Damien Cho, Alex Koester, Jade Kim, Sohee Lim, Andy Mower, Mark Renton
Production Team: Lexi Stearn, Anna Borysewicz, Henrie Thompson, Drew Beck

VFX Company: Coffee & TV
Creative Director: Luke Todd
Lead Flame Artist: Adam Fenwick
Assists: Patrick Altmaier, Paul Wratten, Alfie Vaughan
Executive Producer: Chris Chard
Producer: Shannen Ward
Audio & Sound
Audio Company: Machine Sound
Sound Design and Mix: Michalis Anthis, Patch Rowland, Evan Anderson
Assistant Engineer: Nicole Watlington, Chantelle Donovan
Senior Producer: Andi Lewis
EP: Matej Oreskovic

Music Company: Brunfer Music

VO Company: Heard City
VO Casting Director: Carrie Faverty

Photography Company: A&R Creative
Photographer: Hanina
Producer: Vicki Tennant
Retouching Team: Hand of God

Editorial Company: Flare Chicago
Editor: Cami Jordan
VP Director of Studio Production: Mitch Monzon
Senior Motion Designer: Viktoryia Kryvanos
Sound Engineer: Steven Aguilar

Product Versioning
Product versioning Company: Flare Bogota
International Lead: Juan Andrés Méndez González
Production Manager: Thaís Quimbaya Ramos
Post-production Manager: Sandra Paola Barrera Angel
Motion Editor: Juan Camilo Hoyos Sánchez
Motion Editor: Jhony Alejandro López Rueda
Motion Editor: John Jairo Ospina Gómez

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