The edgiest campaign is by Vice for Stride and aims to
remind adults about the "oral stimulation of gum." Ads began in
Austin in late February and are running for 12 weeks. So-called
"instructional videos" feature a character named "Auralie" played
by Saturday Night Live's Kate McKinnon, who provides the "the
definitive guide to mastication by yourself or with a friend."
The videos were distributed with geo-targeted media
buys in Austin largely on Vice-owned properties. The spots include
lessons on topics such as "How to Open Your Stride," which points
out that "there's nothing more embarrassing than not being able to
open your Stride in a moment of excitement."
"It was really about the elephant in the room about
gum," Ms. Esquivel said. "It is something fun to play with in your
mouth and we never talk about it in that way."
Vice, like all the agencies, was chosen without a
formal pitch or review. "They are known for being quite edgy," Ms.
Esquivel said. "All of it was very much tongue-in-cheek, even
though it was racy."
All four projects comprised client-agency teams of
just eight to 10 people. That allowed for quick decisions that were
based on gut feel, rather than copy testing, said Ms. Esquivel,
adding that "creativity is really all about that." Even the agency
selections were lightning fast, skipping the lengthy pitch process
so common in Adland.
Ms. Esquivel, who has extensive agency experience,
including as head of planning for TBWA/Chiat/Day, New York, said she relied in
part on her own "professional network" to pick shops.
New York-based Johannes Leonardo, which had never
worked with Mondelez, was signed up after a single meeting,
recalled Leo Premutico, the shop's co-founder and chief creative
officer. "It all came about spontaneously," he said. "We didn't
present any work to win the assignment. They were just looking at
the work we created in the past and our values as a company."
The agency's campaign, called "The Chew Life," (video
above) is being tested in Nashville for Trident and aims to make
gum cool again by "demonstrating the effortless cool that can be
found in the simple act of chewing." Ms. Esquivel called it the
"Marlboro campaign for gum."
While the work went live without copy testing or a
formal pitch, Mr. Premutico said that, in essence, "we are kind of
doing real world research," as Mondelez evaluates the sales results
Another campaign is being tested in Toronto called
"Keep Life In Focus" by Party. The effort features a fashion
concept called "Focus: Life Gear by Trident" made by Japanese
designer Kunihiko Morinaga. Clothes are made with special material
that blocks cell signals and incoming messages to mobile devices.
The idea is to connect gum -- which some people chew while trying
to concentrate -- with a "distraction-free lifestyle," Ms Esquivel
fourth campaign is by The Barbarian Group and is called "Look.