MESSAGE IN A PLAYLIST

Medals Won

• 🥇 SILVER – Best Use of Predictive AI
• 🥉 BRONZE – Best Use of New Technology

Campaign Overview

Beldent, the leading chewing gum brand in Argentina, launched its new watermelon flavor in October, a timing that typically falls outside of summer’s peak sales season. To overcome this challenge, Beldent leveraged its platform, “Activate Your Freshness”, to create a campaign that connected with Generation Z by integrating technology, music, and cultural relevance.

Message in a Playlist used AI-driven tools to craft customized Spotify playlists that communicated users’ specific summer needs through song titles, turning the anticipation of summer into an interactive, shareable experience.

Creative Concept

The campaign bridged digital interactivity with music personalization:

• AI-Driven Playlists: Users described their ideal summer through keywords or phrases on Beldent’s site. AI matched their inputs with song titles to generate Spotify playlists that acted as metaphorical “messages.”
• Shareable Fun: The playlists combined users’ favorite musical genres with a creative way to share summer plans, enhancing engagement and brand connection.
• Seasonal Twist: Positioned watermelon, typically associated with summer, as an all-year-round flavor, building anticipation and aligning with Gen Z’s spontaneous lifestyle.

Execution Strategy

1. Digital Focus: Created an AI-powered tool hosted on Beldent’s site that connected to Spotify for playlist generation.
2. Youth-Centric Integration: Expanded visibility through a presence at the Argentina Game Show, an essential Gen Z hub.
3. Multi-Channel Rollout: Amplified with TV ads as the hero content and supported by out-of-home and social media campaigns, targeting kiosks and key points of sale.

Impact and Results

The campaign exceeded expectations across business and marketing objectives:

• Sales Growth:
  • Total Beldent sales increased +27% year-over-year (YoY).
  • Sales in the fruit segment rose +63% YoY.
• Market Share: Expanded by +5.6%, solidifying Beldent’s dominance.
• Brand Metrics:
  • +12.9% growth in meaningfulness.
  • +13.6% increase in differentiation.
• Engagement: High interaction with the AI tool and significant playlist shares on Spotify, deepening user connections.

Why It Worked

By combining the universality of music with cutting-edge technology, Message in a Playlist offered a fun, personalized experience that resonated deeply with Generation Z. The campaign seamlessly aligned with Beldent’s brand purpose, positioning it as an innovative and engaging choice while delivering remarkable business results.