A n d r e w s G u m W o r l d

1928 Wrigley’s Doublemint Gum Ad ~ Mother Goose Song
of Sixpence, originally uploaded by atticpaper.

IMAGE: Users Experiential

In our post earlier today, we shared a (widescreen!) video featuring part of an innovative chewing gum campaign conducted by Mentos Gum in Canada earlier this year.

Hessie Jones’ Toronto-based blog hessiej.com goes behind the scenes of the campaign, which encouraged consumers to suggest what they’d do to make the world go rounder. As Jones notes in her post, the campaign was designed to focus on life’s simple pleasures:

The premise: Make Your World Go Rounder was meant to be light-hearted and fun, and make Canadians smile by reminding them about life’s simple pleasures. According to Alison Neil of Cossette [the agency that created the campaign], “In the competitive and cluttered gum market we wanted to bring attention to a product feature of Mentos Gum, their roundness (the only round gum on the market), hence “make your world go rounder… we certainly consider this campaign to be non-traditional. We decided to develop an experiential/User Generated Content campaign to engage consumers, develop a dialogue with them and enhance their brand experience.”

The campaign included a website where individuals could post their own suggestions (a screen capture of the website is above), and the winning suggestion included what became a fun park for grown-ups (complete with inflatable slides) in Yonge-Dundas Square in Toronto this past August.

Jones’ post includes a video of the winner of the contest, Danielle Lamarche, and the fun in Toronto that grew out of her idea…

Skybirds Chewing Gum Trading Cards - 1941,
originally uploaded by Thomas Duchnicki.

 
Urban Messages, originally uploaded by FaceMePLS.