Airwaves’ new brand campaign inspired by fan feedback

By: Trademagazin Date: 2025. 05. 14. 11:57

Airwaves, a sugar-free chewing gum brand from Mars, is reaching out to consumers with an integrated campaign inspired by fan feedback. The AIRWAVES. RIDE YOUR WAVE campaign invites you on a unique, refreshingly intense journey that goes far beyond the everyday. Consumers in Hungary will be able to experience the campaign on television, online and social media platforms, as well as in-store promotions, starting in early April.

The new campaign is based on experiences shared by fans on social media – for example, “@Airwaves – chewing like you have giant lungs” or “@Airwaves – chewing like you’re frozen.” AIRWAVES was inspired by these honest, spontaneous responses. RIDE THE WAVES campaign’s spectacular, surreal imagery, which vividly shows the powerful menthol freshness this chewing gum provides, right when you need it most.

“In today’s fast-paced world, we all get tired of the usual rhythm and could use a little refreshment – and Airwaves provides just that. It not only refreshes your breath, but also your thoughts, and in a truly intense way. The new campaign captures exactly this experience, based on direct consumer feedback. The brand wants to once again draw attention to the power of Airwaves and its distinctive, menthol freshness,”

– said Réka Tóth, Mars’ senior brand manager for Central Europe.