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The key barrier is the lack of a clear purpose for chewing gum, as other functional benefits have been replaced by alternative products.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....