Beldent Masticlass

Medals Won

• 🥈 SILVER – Best Use of Social

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Campaign Overview

In 2024, Argentina’s chewing gum category declined 13%, while Beldent’s losses reached 29%. The product suffered from deep-rooted stigma: chewing gum was seen as rude, immature, and functionally meaningless. At the same time, Gen Z—Beldent’s core audience—actively avoided traditional advertising. The challenge was not just to sell gum, but to rebuild its perceived value and cultural relevance.

Beldent reframed chewing gum as a “life hack” by embedding the product inside the native content formats Gen Z already consumed. The brand launched Masticlass, a PowerPoint-style social masterclass that humorously debunked myths, taught “chewing techniques,” and positioned gum as an everyday ally for relaxation, focus, confidence, and fresh breath—driving both cultural reset and commercial recovery.

 

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Creative Concept

Masticlass transformed chewing gum education into entertainment by parodying the chaotic PowerPoint explainer trend dominating TikTok and Instagram—turning a functional product into a culturally fluent joke:

• Trend Hijacking Through Parody: The campaign mimicked the viral PowerPoint explainer format using Comic Sans, meme-driven visuals, exaggerated slides, and an absurdly serious tone—instantly signaling native platform humor.

• Education Disguised as Comedy: While the format felt unserious, the content delivered real product benefits—smuggling functional proof points inside entertainment-first storytelling.

• Influencer-Led Narrative: Influencer Pelao Khe anchored the concept across three episodic chapters—“The CHADs Chew,” “Chewing Ninja-Like,” and “Chewing Gum Facts”—giving the campaign structure, continuity, and personality.

The campaign’s creative execution made branded communication feel like user-generated content—entertaining, self-aware, and culturally fluent—rather than traditional advertising.

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Execution Strategy

Social-First Distribution: PowerPoint-style video content launched natively on TikTok and Instagram, ensuring immediate cultural relevance and platform fluency.

Influencer-Led Delivery: Pelao Khe anchored the masterclass, delivering humor, credibility, and continuity across the campaign’s narrative.

Modular Chapter System: Three short-form episodic releases sustained attention and encouraged repeat viewing through a structured, bingeable format.

Community Manager Activation: The brand jumped directly into active comment threads where gum was being criticized—redirecting users to Masticlass with playful, challenging replies that fueled engagement.

Public Access: The full presentation was published on Google Drive, enabling frictionless sharing and driving viral spread beyond owned channels.

Additional Influencer Amplification: Other creators organically extended reach by reacting to, remixing, or referencing the chapters—turning the campaign into a participatory social moment.

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Impact and Results

The campaign delivered remarkable results:

• Sell-in increased by +18% and sell-out by +10%, reversing a 29% brand decline.

• 20M unique users reached, exceeding the planned reach by +276.57%.

• +213.16% increase in video views versus plan, driving massive content consumption.

• +548.20% increase in engagement rate, proving exceptional audience interaction.

• The campaign transformed chewing gum from a stigmatized habit into a socially validated daily tool, shifting both perception and behavior at scale.

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Why It Worked

Beldent didn’t fight stigma with messaging—it disarmed it with format. By adopting Gen Z’s own content language (PPT explainers, absurd micro-education, meme formatting), the brand escaped advertising resistance entirely. The campaign converted functional benefits into social proof, allowing non-consumers to reconsider gum without feeling marketed to. Instead of forcing relevance, Beldent earned it culturally, triggering both perception change and commercial recovery.