The chewing gum was sent to leading chefs and given to students at the top culinary schools of Brazil.

At each school, the promoters interacted with the public, presenting the Brinox brand and inviting the class to try a different food. After handing out the chewing gum, they explained to the students that if they did not use the Brinox Colour Cook line, the meal would turn out like that: sticky, with a bizarre flavour.

The initiative spread information and generated loads of fun among opinion makers, transforming the brand into a hot topic inside and outside of the schools.

Thanks to the project developed, three cooking school programs adopted Brinox cookware in the classrooms.

In many other schools, the chewing gum became a “gift” for students that let food stick to the pan.

Furthermore, Brinox cookware became a hot topic among people who understand gourmet cooking the most: the best chefs in Brazil and the students of major culinary schools.

And most importantly: many people now know that our business is making pans food won't stick to. Not chewing gum flavors