Hollywood and the eternal youth positioning

Hollywood chewing gum is one of the most popular chewing gum brands in the French market. The first Hollywood chewing gum has been launched in 1952 by an ex GI wanting to set a market in France.

Hollywood starts by communicating on the American Dream and a Zen attitude when in 1968 young people ask for more freedom in France. In 1972 the historical slogan is found “Fraîcheur de vivre” (Fresh living) becomes the social message of the brand linked to 3 fundamental values: freedom, youth and freshness.

Nowadays, after having launched a large quantity of products, this slogan is still on every advertising campaign done by the group. Hollywood chewing gum is calling young people, open minded and ready to enjoy their life. Through the years Hollywood chewing gum maintained his position by organizing holiday trips for 16 to 25 years old people, the program launched in 1996 was called “open miles”.

During the past ten years Hollywood chewing gum has brought some innovation on the market by creating the “sweet gum” with liquid flavors in order to extend the market and target customers with a pleasure axed communication. Today the brand is linked to pleasure and freedom by the consumers who want to adopt a “cool” attitude.