The intense Airwaves product experience is brought to life by T&Pm in a new campaign, ‘Ride The Airwaves’. 

A series of films, social and out of home campaign elements find unique ways to show how Airwaves gum leaves your mouth invigorated. The creative has been inspired by real fans' social comments and celebrates the way Airwaves can provide a kick to the everyday.

Placing the product experience at the heart of the campaign, three films focus on people’s facial expressions as they chew on a piece of Airwaves chewing gum. A variety of abstract techniques are used to bring to life the freshness of the flavour. Audiences see ice cubes fall out of someone's mouth to signify the cooling hit, while another person chews on the gum before being struck by a gust of wind. 

The striking visual metaphors extend to out of home, TikTok content, Snapchat lenses and PR activations. A suite of addressable social and digital assets connect the invigorating ride of chewing gum to everyday moments.

“The new 'Ride The Airwaves' campaign captures the unique experience of chewing Airwaves, drawing inspiration directly from our passionate fans who describe it best. We’re excited to remind everyone of the power of chewing Airwaves and its strong menthol kick,” explains Ellyse O’Connor, Senior Brand & Content Manager (Europe) at Mars Wrigley.

Using real social media comments to find ways to bring the product experience to life, the campaign taps into organic online buzz around the product. Comments such as “Chewing @Airwaves feels like having supersize lungs”, and “Chewing @Airwaves feels like your mouth and nose light up”, were used as inspiration and bring Airwaves close to its audience. 

Placing the product front and centre by finding unique ways to bring to life a feeling, Airwaves successfully brings its impact on consumers' taste buds to life.