Airwaves Unleashes New Campaign with Fan-Inspired Visuals

Starting in April, Mars, the producer of the gum with a menthol kick, has unveiled its new ‘Ride The Airwaves’ campaign inspired by real fans’ social comments and celebrates the gum’s ability to deliver a reinvigorating kick at flat moments across the day.

At the core of the campaign is the uniquely intense Airwaves product experience. It delivers such a strong menthol kick, that over the years it has inspired countless comments and reviews online e.g. “Chewing @Airwaves feels like having supersize lungs”, and “Chewing @Airwaves feels like your mouth and nose light up”. This campaign turned organic online buzz into the creative foundation for visceral metaphors of the intense Airwaves experience, celebrating its passionate fan base and letting them shape the brand.

The global campaign was created by T&Pm in partnership with EssenceMediacom, Weber Shandwick and Born Social, and local PR activity in Hungary is organized by our Flow PR agency.