The challenge is how we can communicate this new message to a teen. After 20 years of the same old communication message, Kid Kid wanted people to perceive it as a chewing gum that got rid of the food that sticks between your teeth through an interesting and stunning visual.

Based on insight that teens love to chew gum and stick it wherever it’s convenient, we designed the mold, made from an actual piece of gum in shapes of a pig, cow and chicken that showed how Kid Kid chewing gum could bring those food particles out. We placed these at certain places where teens like to stick their gum after chewing. We then, made these into posters and placed them where teens would hang out.

The campaign reached thousands of young people across Bangkok, helping the brand reconnect with its target audience with a new communication message and fresh new visual.