Mondelez: The focus challenge

Dentyne launched the first-ever live e-sport competition, the Dentyne Focus Challenge, in collaboration with PUBG Mobile to create a reason for chewing gum and make it a cool ritual again in Thailand.

Campaign details

Brand: DentyneLead Agency: The Leo Burnett Group ThailandEntrant Region: APAC

Strategy

Objective

Chewing gum was once a prevalent part of youth culture, but the behavior is now on the decline. According to research from 2019, only 13% of Gen Z chewed gum but the trend continues to decrease year by year.

The key barrier is the lack of a clear purpose for chewing gum, as other functional benefits have been replaced by alternative products. Chewing gum is no longer considered "cool" and has lost its place in the lives of the younger generation....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands