Caffeinated gum is now a thing from the Mars Wrigley Confectionery company. The gum, called Alert Caffeine Gum made its debut just in time to wake people up from their daylight saving-induced sleep.
Alert is calling attention to its new chew with a ‘That’s a Thing Now’ campaign. The chewing gum contains 40mg of caffeine per piece, or the equivalent of drinking half a cup of regularly brewed coffee. The caffeinated gum is designed to give adults a simple and portable alternative to energy drinks, coffee and soda.
In order to get the word out about Alert Caffeine Gum, the brand has launched a new creative platform touting the uniqueness of the product through the tag, “That’s a thing now.”
The new campaign launched over the weekend with a timely activation around Daylight Saving Time. As the US set the clocks to “spring forward” an hour, Americans lost a precious hour of sleep. Alert Caffeine Gum’s long-form music video poked fun at how much Daylight Saving sucks and suggests that viewers can get a much-needed energy boost from the caffeinated gum. In the coming weeks, there will be a total of 20 different social films featuring colorful characters and depicting that caffeine gum is “a thing now.” Other shorter spots feature human bodies with horse, goat and gum packaging heads talking about how Alert could be a catalyst for gum rather than coffee dates and how the gum helps keep you alert.
The collaborative work was created by Mars Wrigley Confectionery US and longtime creative agency partner Energy BBDO and will live on the brand’s Facebook and YouTube channels.
This isn’t the first consumers have heard of Alert. Wrigley launched Alert Energy Caffeine Gum in 2013 but pulled the product after roughly a month due to concerns from the Food and Drug Administration (FDA) on the effects the gum would have on children and adolescents. Alert also isn’t the first caffeinated gum, as other brands like Jolt Gum, Apollo Energy Gum and Military Energy Gum are currently on the market.
To see all the spots, please click the Creative Works box below.