BBH London Unveils New Campaign for Vigorsol’s ‘Keep It Fresh’ Brand Platform
Italian chewing gum brand Air Action Vigorsol, in collaboration with creative agency BBH London, has launched a fresh and humorous campaign to build on its ‘Keep It Fresh’ brand platform. The new campaign employs a comedic narrative to encourage individuals to embrace their authentic selves, leveraging the unique power of Vigorsol’s Air Action gum.
Breaking Free from Conformity
The campaign’s centerpiece is a film set in a surreal cityscape inhabited entirely by plastic mannequins. These mannequins epitomise rigidity and conformity, their plastic forms symbolising the suppression of individuality. The narrative takes a dramatic turn when one mannequin tastes Vigorsol’s Air Action gum. This simple act triggers a transformation, allowing the mannequin to break free from its shell, becoming vibrant and expressive.
Directed by Gustav Sundström and produced by MindsEye, the 30-second film brings to life a world where freshness means breaking away from societal constraints. The campaign’s timing is strategic, coinciding with the Champions League Final, ensuring maximum visibility across TV, social media, and digital out-of-home platforms in Italy.
Creative Insights and Strategy
The creative strategy behind this campaign aims to redefine the concept of freshness. Vigorsol and BBH London sought to tap into Gen Z’s core values of authenticity and self-expression. By crafting a powerful visual metaphor of mannequins breaking free from their restrictive shells, the campaign speaks directly to a generation that values individuality over conformity.
Elliott White, senior copywriter at BBH London, highlighted the unique approach: “Working with a cast of mannequins was a dream. They’re excellent at taking direction, and there’s never a hair out of place.” This tongue-in-cheek comment underscores the playful and humorous tone of the campaign, which is designed to resonate with a youthful audience.
Inspiring a Generation
Gloria Barbera, senior brand manager at Vigorsol Perfetti Van Melle, explained the deeper purpose behind the campaign. “Our goal was to redefine freshness in a way that resonates with Gen Z’s values of authenticity and self-expression. By creating a powerful visual narrative of breaking free from conformity, we hope to inspire a generation to embrace their true selves.”
The campaign not only promotes the product but also aligns with the broader cultural movement towards self-acceptance and personal freedom. In a market where Gen Z is increasingly influential, brands like Vigorsol are recognising the importance of aligning their messaging with the values of this demographic.
Conclusion
Air Action Vigorsol’s latest campaign is a masterclass in blending humour with profound social commentary. By using mannequins to represent societal rigidity and the act of chewing gum to symbolise personal liberation, the campaign effectively communicates its message of ‘keeping it fresh’. This innovative approach not only captivates the audience but also encourages them to break free from the constraints of conformity and embrace their true selves. With its strategic launch during a major sporting event and widespread distribution across multiple media channels, the campaign is poised to make a significant impact.
