The Stimorol Infinity Gum Campaign Never Loses Flavor
Amelia Roblin — March 12, 2011 — Marketing
References: ogilvy.co.za & adsoftheworld
The problem with a lot of chewing gum brands is their tendency to become flavorless quite quickly, but the Stimorol Infinity Gum campaign suggests the savor within each minty slice is there to stay.
The Ogilvy advertising agency of Cape Town, South Africa designed these three print ads and the quirky commercial. The prints each snap a portrait of a person chewing the breath-freshening treat, and allude to the likelihood that each one has been chowing down for quite a while. Having enhanced the muscles around their mouths and jaws to the point of unnatural expansion, the subject of each ad seems to wonder when the taste will finally disappear.
The witty video takes a different approach, in which a young man experiences occurrences within the grocery store that go "on and on," repeating themselves, just as the flavor of the snack is constantly renewed. The Stimorol Infinity Gum campaign is executed cleverly with the perfect balance of charming simplicity.
The Ogilvy advertising agency of Cape Town, South Africa designed these three print ads and the quirky commercial. The prints each snap a portrait of a person chewing the breath-freshening treat, and allude to the likelihood that each one has been chowing down for quite a while. Having enhanced the muscles around their mouths and jaws to the point of unnatural expansion, the subject of each ad seems to wonder when the taste will finally disappear.
The witty video takes a different approach, in which a young man experiences occurrences within the grocery store that go "on and on," repeating themselves, just as the flavor of the snack is constantly renewed. The Stimorol Infinity Gum campaign is executed cleverly with the perfect balance of charming simplicity.
Trend Themes
1. Long-lasting Flavor - Opportunity for gum brands to develop products with extended flavor retention, catering to consumers who value long-lasting freshness.
2. Muscle-enhancing Advertising - Potential for brands to explore innovative advertising strategies that focus on the physical benefits of their products, such as increased jaw muscle strength.
3. Creative Campaign Execution - Opportunity for advertising agencies to create memorable and engaging campaigns by combining wit, simplicity, and perfect balance.
Industry Implications
1. Confectionery - Disruptive innovation opportunities exist for confectionery companies to develop gums with improved flavor retention technology.
2. Advertising - The advertising industry can explore new approaches that highlight the physical benefits and unique features of products, like muscle-enhancing qualities.
3. Marketing & Creative Services - Opportunity for marketing and creative agencies to deliver clever and balanced campaigns that capture consumers' attention and create a lasting impression.
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