Integrated

Chiclets is a 20 years old brand, it has been always in the market, and never ever disappeared from Egyptian Kiosks and supermarkets. It has a very unique and nostalgic taste and packaging look that surprisingly any generation would recall.

Chiclets come back in the market was a great challenge, as it wanted to shift its main users and target consumers to be the teens, after a research was conducted, a great opportunity and threat at the same time was concluded that Chiclets is in the TOM of the teens although they consider it a very nostalgic thing that could fit their parents or even their grandparents, and not them the cool and up to date generation. Chiclets opportunity was to come back targeting teens classifying itself as their nonjudgmental partner, that would watch their silly and creative actions and support them to do more of it.

• Application: 288 Filtered Uploads - Receiving much more videos

• Webisodes - Created Content Online for Engagement

o 1st Webisode: 22K+Likes, 1,170 Shares – Only with quarter of the budget

o 2nd Webisode: 41K+ Likes, 2.5K+ Shares

o 3rd Webisode: 600+ Likes, 90+ Shares

1st: We had a 30” copy that emphasized perfectly on the way teens creatively have fun, and a parent watching sadly his son’s silly acts that he is not happy about at all, adding the pack itself speaking up for the boy at the end of the copy and inviting him to our platform online

2nd: A very simple video on our Facebook page that is describing the mechanics of the game and how to participate in it, defining what are we expecting which is Silly and Creative Actions

3rd: People would create their own videos of Creative and Silly actions and upload, the most likes a video gets will be crowned the Champion of Nothing in the competition

Digging deeper into the teens insights, and after deep researches, we found a conflict between generations that the teens is facing now, in which their parents and any superior older generation is always criticize what they do, and the way they have fun, and could also classify it as silly, stupid acts, and waste of time too.