BBH Asia Pacific launches The Dazzlemouth Show for Happydent White chewing gum
Happydent, Indonesia’s biggest chewing gum brand, has launched an integrated nationwide campaign designed to turn the chewing gum brand on its head. Literally.
Welcome to the Happydent Dazzlemouth Show – the most dazzling talent show to sweep Indonesia. The Dazzlemouth Show, created by BBH Asia Pacific, allows contestants to perform the unique talents they gain from enjoying Happydent White gum.
But more than just another talent show, the Happydent Dazzlemouth Show has a major twist – all contestants are actually upside-down chin-mouth characters and can only use their mouths to compete.
The campaign features a number of films of chin-mouth characters competing on The Dazzlemouth Show where they display their sensational talents, thanks to the wonders of Happydent.
The films will run on Indonesian television as well as on a dedicated YouTube channel and will be supported by online & facebook banner advertisements and Point of Sale Materials.
Audiences are encouraged to join the Dazzlemouth Show and make their own Dazzlemouths by visiting the Happydent Indonesia Facebook Page
Audiences can also vie for an access-all-areas pass to all the behind-the-scenes gossip and news from the show. Meet the judges and follow the contestants as they rise from small-town nobodies to big-time stars. Aspiring participants & groupies can also join the conversation on twitter @HappydentInd.
Dave Thackray, Creative, BBH Asia Pacific said, “The ‘Dazzlemouth’ campaign takes the category cue of toothy, white smiles and literally turns it on its head to demonstrate the product benefit of sparkling white teeth”.
BBH Asia Pacific is currently agency of record for Perfetti Van Melle’s brands Chupa Chups (globally) and Mentos (regionally).
Christian Bathe, Marketing Director, Perfetti Van Melle said, “We look forward to watching the spread of what we think is a very contagious idea. We are confident ‘Dazzlemouth’ will make Indonesian consumers everywhere smile”.
Kuswantoro, Senior Brand Manager, Perfetti Van Melle added, “Here’s everyone’s chance to be dazzling. Join in the facebook fun. Chin up, then down, and show us your talent.”
Credits – Regional Executive Creative Director: Steve Elrick. Executive Creative Director: Scott Mcclelland. Creative Team: Paul Downs, Dave Thackary, Astri Nurasalim. Engagement Planner Director: James Sowden. Engagement Planners: Lindsey Cummings, Rachel Filer. Strategic Planner: Alexis deMontaigu. Social Media Manager: Dominique Rowe. Print Producers: Brell Chen, Lesley Chelvan. Broadcast Producers: Karen Leong, Kim Lim. Production house & Post Production: Free Flow Productions. Digital Producer: Nicolyn Marino. Assistant Producer: Samantha Dalton. Digital Production: Dempsey. Business Director: David Webster. Associate Account Director: Joanna Yeo. Account Executive: Bernice Ooi.
1 Comment
Cute, raised a smile or two.