• by Danielle Oster , January 30, 2024

Mars is launching what the company characterizes as the largest revamp of its chewing gum brand platform in a century, with the introduction of its “Chew You Good” campaign.

“Chew You Good” repositions the company's gum brands – which include Extra, Freedent, Orbit, and Yida – “from an occasional freshening fix to an essential everyday chewing companion,” promising to deliver “a refreshing and unconventional me moment for consumers in an increasingly chaotic world.”

The “Chew You Good” brand platform was developed alongside Team Omnicom, with Energy as lead agency. Mars’ strategic repositioning of the brand roster includes a new visual identity it’s dubbed “Chewtopia,” in imagery shot by photographer Hanina. Featuring a more playful and youthful visual style and typeface, it was developed to target a younger generation of 25-and-under consumers, or, as the brand puts it, “recruiting the next generation of chewing champions.”

"Chew You Good” are “three words that remind us that no matter where you are, or what you’re doing, there’s a simple way to take a bite sized me-moment” with Mars’ gum brands, “because sometimes that’s all you need," said Alyona Fedorchenko, vice president, global gum and mints portfolio for Mars Snacking said in a press release.

The campaign iincludes five hero films entitled “Mind Mouth,” focused on moments when thoughts become distractions at inopportune times such as during meetings or lectures. It will also include a series of local brand activations, streaming radio assets, a branded AR Snapchat lens, and a “large suite” of social content across platforms including Facebook, Instagram, and TikTok.

Mars will invest $50 million plus to promote the new brand platform across the first half of the year alone, supporting a gum portfolio the company revealed has seen sales return to pre-pandemic levels. The campaign launches in the UK,,Poland, Spain and CEAB,  across OOH, TV, and digital channels, before expanding to other countries in Europe, Australia, the Americas, and the Middle East throughout the remainder of the year. In total, it is slated to run across more than 70 different markets, and include hundreds of campaign assets throughout the year.