Rock your mouth

Chew for tunes

Perfetti Van Melle, the company behind confectionary classics such as Mentos, Chupa Chups, SMINT, and Fruit-tella is offering up the chance for you to chew your way to numerous music-related prizes.

The Rock You Mouth campaign is brought to you by Airheads, “the bold candy that allows kids to break the rules and play with their food”. Codes attached to specially marked Airheads bar six-packs or Airheads Xtremes Sweetly Sour Belts can be entered into a dedicated website to reveal whether you have won a prize or not. Entrants have to register on site to play and must be over 13-years-old

The $13K prize pot includes Nintendo Wiis (complete with Guitar Hero), iPod Shuffles, Casio keyboards, and Best Buy and iTunes vouchers. The competition runs until 31st January 2009.

So what?: This is a relatively simple ‘chew stuff, win stuff’ campaign from Perfetti Van Melle – the third largest confectioner (sugar and gum) after Wrigley’s and Cadbury’s. The airheads website has a factory tour video and quotes its bars as being made in a machine that’s “very similar to one of those toys that turns long strips of Play-Doh into different shapes” – which seems to lend itself to some sort of Willie Wonka-style musical. However, to really benefit from the frenzied Golden Ticket action as in that film, this campaign could do with that extra special musical ingredient.

“The official rules state that ‘many will enter, few will win’, which seems a little too honest. However, this campaign ties in nicely to the release schedule of Disney’s Camp Rock Musical, which will help empty Tween pockets at the candy stand.”
Giles Fitzgerald, Editor, BBF

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