Dirol, Saatchi & Saatchi Russia and a media agency Carat launched a promo campaign in support of the brand's new product — the first black chewing gum. The integrated campaign includes TV and digital commercials, as well as the #Dirolderstyle hashtag challenge on TikTok. Specially for the campaign, a Russian band LAUD recorded a track with a bold transition. For the month, the trend reached the top, collecting more than 30,000 videos with Dirol's branded effect. Videos with the effect have already been viewed 20 million times.

Dirol does not like stereotypes. The brand decided to break one of the most commonplace ones — white chewing gum. The brand launched black “pads” on the market and, accordingly, introduced new communication. The commercials show how black transforms and makes all ordinary objects cooler. In the TikTok challenge, a black branded mask drastically changes character and mood.

The challenge is to post your version of transformation, using a branded mask, and show how black Dirol makes everything cooler and brighter. The challenge quickly reached the top, covering everything: from chihuahuas to cats, pranksters of all kinds to young fashionistas and top creators. Participants with the most original videos will win a duet with TikTok top creators (4-5 million subscribers each): Danya Milokhin, the founder of one of the first TikTok houses in the country, Diana Aster, and Artur Babich. By the way, a mask with the tattoo effect, which recognizes the face when turning the head, is the first in Russian TikTok, it was created specially for the flash mob.

“To live a vibrant dynamic life, to look at seemingly familiar things and routine anew, to find time for fun, adventure and pleasure in life — consumers are fully supported in this by Dirol, a constant source of freshness! We always strive to surprise our consumers, and black chewing gum with a bright taste and great mood serves as a good example. We are very pleased that our super novelty and challenge have become so popular among our consumers. It inspires us to generate new cool ideas and daring novelties!” commented Diana Mamulyan, Dirol's brand manager.

Valentina Garunova, copywriter of Saatchi & Saatchi Russia: “To make our campaign bright and tune it in with the audience, we analyzed music trends and realized that we needed a catchy melody with a bold transition. The one that gets stuck in your head, giving you a charge of energy and good vibes. To create such a track, we chose a young band LAUD, and the guys did an excellent job. At the beginning of the track, the lifto music lulls you into a trance of boredom, and then a cheerful movement begins.”

“It is impossible to work with GenZ with standard methods — the audience simply does not perceive standard advertising. A TikTok challenge with a branded effect and a specially recorded track — a proven format, allowing native integration of the novelty into content, created by the audience itself and not perceived as advertising. The right choice of bloggers enabled us to further expand the reach, and digital prizes made the challenge mega popular. While 20 million are not a record, 25,000 videos with Dirol's branded mask leave many similar challenges behind and can be considered a benchmark for successful launches of new products on TikTok,” said Aleksandr Mishutin, customer relations director, Carat.