Stimorol launches "Chew Bold" with AMV BBDO and a boxing sloth

Perfetti Van Melle is launching a new brand platform called «Chew Bold» for its Stimorol chewing gum brand. The campaign was developed by AMV BBDO and kicks off with a commercial featuring a boxing sloth. It was directed by Emmy Award-winning and Grammy-nominated director Jake Scott of RSA.

The «Chew Bold» platform is inspired by Generation Z’s belief that you don’t have to blend in with the crowd to fit in. It encourages its audience to be confident, carefree, and authentic—no matter who they’re with or where they are.

A sloth on a speed bag

At the center of the launch video is a sloth that embodies the «Chew Bold» philosophy. Although it doesn’t fit the stereotype of a fitness fanatic, it works the speed bag like a pro. After its workout, it coolly nods to the curious gym-goers and strolls casually toward the door. As it leaves the gym, it’s revealed that the sloth is actually a person in their twenties who lives by the «Chew Bold» philosophy and doesn’t have to blend in with the crowd to fit in.

First Major Campaign Since the Takeover

«Chew Bold» marks an important milestone in Perfetti Van Melle’s strategic investments to modernize its chewing gum portfolio. It is the first major new brand campaign and platform for Stimorol since Perfetti Van Melle acquired the brand in late 2023 as part of its acquisition of Mondelēz International’s chewing gum business in the U.S., Canada, and Europe.

«Stimorol isn’t your average chewing gum. With distinctive flavors like licorice, cinnamon, and wild cherry alongside mint, it’s undoubtedly for the bold—for those who aren’t afraid to stand out,» says Ana Khmiadashvili, Global Marketing Manager at Perfetti Van Melle. ««Chew Bold» is our call to Gen Z to chew with confidence and feel secure in their own skin—to belong without blending in. AMV BBDO responded to our briefing with a clever brand strategy brought to life by a bold creative idea. We believe that our boxing sloth will really resonate with the audience and win over a whole new generation for the iconic Stimorol brand.»

Helena Georghiou, Managing Partner at AMV BBDO, adds: «It’s great that Gen Z is rewriting the script on what it means to belong, and that aligns with Stimorol’s long-standing reputation as the gum of choice for people with a daring streak. The sloth isn’t the most obvious choice, but it will help Stimorol stand out from the usual chewing gum clichés and captivate the Gen Z audience that PVM wants to reach.»

The new «Chew Bold» campaign is running on TV, digital, and OOH in Denmark, Switzerland, and the Netherlands.

Contact at Perfetti Van Melle: Ana Khmiadashvili (Global Marketing Manager). Contact at AMV BBDO: Katy Wright (Chief Client & Business Officer), Owen Lee (Creative President), Ben Jaffé (Deputy Chief Strategy Officer), Helena Georghiou (Managing Partner), Jacob Dawjee (Account Director), Anna Green (Senior Strategist), Rob Farren, Gerard Roda, Giovanni Greco, Bronwyn Cheshire, Emily Brentnall (Creative), Alex Nally (Producer). Production: Jake Scott (Director), Garfield Kempton (Producer, RSA), Murren Tullett (Director of Photography). Post-Production: Struan Clay (Editor, Final Cut), LightVFX (Post-Production), Tom Lane (Sound Design, Creative Outpost).