New fan-inspired brand campaign by Airwaves

By: Trademagazin editor Date: 2025. 06. 05. 12:22

Airwaves, the sugar-free chewing gum brand in the Mars portfolio, is reaching out to consumers through an integrated campaign inspired by fan feedback.

This article is available for reading in Trade magazin 2025/6-7.

The new campaign is based on experiences shared by fans on social media. These honest, spontaneous comments inspired the striking, surreal imagery of the AIRWAVES. RIDE THE WAVE campaign, which demonstrates the powerful minty freshness of this chewing gum.