This Chewing Gum Brand Uses AI to Help Creators Get Back on Track

Zoning out during your tasks? SuperHeroes Amsterdam’s brand new campaign for Stimorol marries chewing gum and AI to show young adults how the long lasting flavour of Stimorol Infinity / Max gum helps them to stay on task. 

Having overstimulated brains, gen z's easily get bored or overwhelmed when they need to focus. Their mind starts wandering, and they zone out. It happens when they drive, work, have a conversation, sit in class, study, have lunch. However, one of their solutions to stay in the zone is chewing gum. 

The insight was developed in collaboration with The Robins, SuperHeroes’ gen z research panel.

Smack bang in the middle

Stimorol and SuperHeroes partnered with six creators who are popular in the subcultures its audience tend to watch, from makeup tutorials, gaming streams to DJs.

Smack bang in the middle of their usual content, the creators zone out to enter a weird, dream-like ‘Zone Out World’, only to be brought back to reality with the power of Stimorol. Catching viewers off guard and cementing Stimorol Infinity/Max as the gum that helps you stay in the zone. 

Leveraging the power of AI

To create the ‘Zone Out Worlds’, SuperHeroes collaborated with each creator to generate a series of AI videos. With AI still being in its infancy, there were many challenges to overcome. Rendering complex movements and motion wasn’t easy, as it led to the morphing of objects, but in the end this actually led to the dreamy, surreal qualities of the Zone Out Worlds. 

Craig Miles, creative director at SuperHeroes, “The best way to speak to Stimorol’s gen z audience is with content that doesn't take itself too seriously - so we needed to think beyond traditional boundaries. Runway Gen-2 often generates unexpected outcomes and turned out to be the perfect tool to develop a unique, weird and wonderful ‘Zone Out World’ for each of our creators. This resulted in authentic creator content with a fun, unexpected twist and a consistent, recognisable role for product and brand.” 

Nick van Gool, marketing manager at Stimorol, “At Stimorol, we highly value consumer centricity. This can be quite a challenge when gen z is your strategic growth target. SuperHeroes has been instrumental in building a relevant platform through the usage of strong local insights from the Robins, enabling Stimorol to cut through with exactly the right tone of voice.” 

Late 2022, after an extensive pitch, SuperHeroes Amsterdam was added to the creative roster for Mondelez Europe. This is the first creative output for the Stimorol brand.