Johannes Leonardo

THE CHEW LIFE 

A REBELLION AGAINST THOUGHTLESS EXPRESSION.

INSPIRING A SOCIAL MEDIA GENERATION TO CHEW THEIR WORDS WISELY.

GUM SALES WERE DOWN AND TRIDENT NEEDED SOMETHING DIFFERENT TO REIGNITE CATEGORY GROWTH.

Partnering with Mondelez in a global marketing experiment, we structured a small, agile team to develop and produce creative within a highly accelerated timeframe. The aim of which was to deploy in a test market, prove out the sales impact and then scale globally.

It all kicked off with a regional effort during the 2014 Super Bowl for Trident

Introducing “The Chew Life.”

“The Chew Life” is an attitude, not a form of expression. It’s a means of existing in a distracting, overwhelming and very vocal world. It celebrates a generation that doesn't make excuses, but simply lives the way that feels right for them.

It acknowledges those out in the world, human or not, who live with a quiet confidence and effortless cool that can be found in the simple act of chewing.

Gum never appeared as the catalyst for this lifestyle, rather it played a broader role in life and said something about who you are.

"Ram"

"Ajani"

"Meghan"

"Crystal"

Across more than 60 pieces of content and a variety of media, we spoke to the audience when they were likely to be participating in the sort of behavior we were rebelling against.

"Lukas"

"Rabbit"

"Orly"

"The Marlboro campaign for gum."

Eliza Esquivel, VP, Global Strategy, Mondelez