McCann Buenos Aires has created the campaign ‘Jugátela’ (Play the Game) with the spots ‘Fiesta’ and ‘Bici’ along with graphics and street advertising to communicate the launch of its new product: Bubbaloo Cupido, the Bubbaloo brand of Kraft Foods.

“Bubbaloo Cupido is a new launch by Bubbaloo which seeks to create awareness of the brand among young teenagers aged from 13 to 15. It is an innovative chewing gum that turns the tongue a different colour and offers kids the chance to play a game that will helps them approach the opposite sex. If your tongue turns green, that’s a kiss; if it turns yellow, you have to ask permission; and if nothing happens you have to try again,” Valeria Palacios, Brand Manager of Kraft Foods, explains. “With the help of McCann we’ve generated a campaign that is not only explains the concept very effectively but which also produces great impact by using humour and a very suitable aesthetic for the target.”

Bubbaloo made its debut in Central America and Latin America in mid-1980 and is now sold in over 25 countries in three continents.

The film was directed by Sebastián Caporelli for the producer Póster, and post production was by Gizmo and Wolf.