# Jaw-Growing Gum Ads The Stimorol Infinity Gum Campaign Never Loses Flavor By Amelia Roblin | Published 2011-03-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/stimorol-infinity-gum-campaign References: [adsoftheworld](http://adsoftheworld.com/media/print/stimorol_big_jawtommy) & [ogilvy.co.za](http://www.ogilvy.co.za/our-work/stimorol-infinity/) The problem with a lot of [chewing gum brands](https://www.trendhunter.com/trends/excel-gum) is their tendency to become flavorless quite quickly, but the [Stimorol](https://www.trendhunter.com/trends/astralis-esports) Infinity Gum campaign suggests the savor within each minty slice is there to stay. The [Ogilvy](https://www.trendhunter.com/trends/hiders-keepers) advertising agency of Cape Town, South Africa designed these three print ads and the quirky commercial. The prints each snap a portrait of a person chewing the breath-freshening treat, and allude to the likelihood that each one has been chowing down for quite a while. Having enhanced the muscles around their mouths and jaws to the point of unnatural expansion, the subject of each ad seems to wonder when the taste will finally disappear. The witty video takes a different approach, in which a young man experiences occurrences within the grocery store that go "on and on," repeating themselves, just as the flavor of the snack is constantly renewed. The Stimorol Infinity Gum campaign is executed cleverly with the perfect balance of charming simplicity. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 59% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Long-lasting Flavor:** Opportunity for gum brands to develop products with extended flavor retention, catering to consumers who value long-lasting freshness. - **Muscle-enhancing Advertising:** Potential for brands to explore innovative advertising strategies that focus on the physical benefits of their products, such as increased jaw muscle strength. - **Creative Campaign Execution:** Opportunity for advertising agencies to create memorable and engaging campaigns by combining wit, simplicity, and perfect balance. ### Who This Affects Most - **Confectionery:** Disruptive innovation opportunities exist for confectionery companies to develop gums with improved flavor retention technology. - **Advertising:** The advertising industry can explore new approaches that highlight the physical benefits and unique features of products, like muscle-enhancing qualities. - **Marketing & Creative Services:** Opportunity for marketing and creative agencies to deliver clever and balanced campaigns that capture consumers' attention and create a lasting impression. ## Related on Trend Hunter - [Revamped Freshness Platforms](https://www.trendhunter.com/trends/mars-1.md) - [Divergent Chewing Gum Campaigns](https://www.trendhunter.com/trends/tridifferent.md) - [Cheeky Chewing Gum Campaigns](https://www.trendhunter.com/trends/find-your-fresh-look-campaign.md) - [Refreshing Flavor-Changing Gums](https://www.trendhunter.com/trends/ice-breakers-flavor-shifters.md) - [Interactive Gum Marketing Campaigns](https://www.trendhunter.com/trends/flavour-vote-campaign.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md) - [Back-To-School Promotional Winter Campaigns](https://www.trendhunter.com/trends/backtoschool-promotion1.md) - [Gum Brand Activations](https://www.trendhunter.com/trends/excel-gum.md) - [Dual-Roll Chewing Gums](https://www.trendhunter.com/trends/mentos-pure-fresh-duo-packs.md)