Air Action Vigorsol – a blast of fresh air

Bartle Bogle Hegarty


What do you do when a proven communications model stops working, when people are no longer engaging with your advertising, and you're asked to achieve significantly better results with the same money?

You take inspiration from what your audience are engaging with; the bits in between the ads. And you enlist the services of a chipmunk with incredibly powerful farts.

This paper tells the story of a campaign for Italy's leading chewing gum brand – Air Action Vigorsol – that developed a brand new communications model, starting from an ambition to create an enduring and much-loved entertainment property, rather than just an advertising property. Cippi the chipmunk was not only taken to the hearts of the Italian public, he also helped shift an awful lot of gum.