Stimorol

The objective

Making a fading category relevant for a new generation

Stimorol is one of Denmark’s most recognized FMCG brands, but like many brands in the chewing gum category, it faces a long-term challenge: younger consumers are chewing less gum than previous generations.

More than half of Danish 16–24-year-olds rarely or never chew gum, making relevance and mental availability increasingly important for future growth.To address this challenge, Stimorol launched Season 5 of “Lidt at Tygge På" ("Something to Chew On"), an ongoing branded content platform designed to build connections with younger audiences through entertainment rather than traditional advertising.

The objective was not to push product messaging, but to earn attention by creating content that young people would actively choose to engage with, and to use TikTok as a central role in how to get this message out to the right audience.

The solution

A native-first content platform built for how young audiences consume media

Stimorol’s strategy was built around a simple insight: young audiences are highly resistant to traditional advertising. They quickly scroll past content that feels overly polished or overtly branded, making authenticity and entertainment essential for capturing attention.

At the heart of the campaign was “Lidt at Tygge På,” Stimorol’s own conversation-based content format. Hosted by Hav and Kamal, the series places two guests together to discuss themes such as masculinity, self-expression, and personality differences. The format creates a unique mix of comedy and authenticity. Unexpected misunderstandings, spontaneous reactions, and honest conversations generate moments that feel genuine rather than scripted, making the content naturally suited to TikTok.

With the content idea in place, they then chose TikTok as the best fit platform as they could participate in culture through authentic storytelling and native content formats that aligned with the audience's daily media habits. To maximize relevance on the platform, every episode was transformed into multiple content formats designed for different viewing behaviors from full-length episodes, short-form cutdown highlights, to behind-the-scenes content.

The campaign was distributed through In-Feed Ads that blended naturally into users’ For You feeds. In addition, Stimorol amplified guests’ own TikTok content through Spark Ads, extending the reach of authentic creator-generated posts and allowing the campaign to benefit from existing audience relationships.

By turning a small number of recording sessions into weeks of content, and amplified through In-Feed Ads and Spark Ads, Stimorol created multiple entry points into the same conversation. Each clip, confession, and humorous moment had the opportunity to find its own audience, creating a content ecosystem that extended far beyond the limitations of a traditional advertising campaign.

The results

Strong brand lift proves that native content can drive lasting recall

The campaign demonstrated that content designed specifically for TikTok, combined with ad placements can do more than generate views, it can create meaningful brand impact.

A Brand Lift Study conducted during the campaign measured significant increases in both ad recall and awareness, confirming that audiences were not only exposed to the content but genuinely remembered it.

With one month of new episodes still to be released and additional highlight content planned for the months ahead, the campaign has already delivered strong performance across awareness, engagement, and attention metrics with 13.6M+ video views and 13.7M+ impressions.The campaign delivered:

• 62% lift in Ad Recall

• 33% lift in Brand Awareness

• 37K+ interactions on TikTok

• Average view times between 5.8 and 7.6 seconds

Beyond the numbers, the campaign reinforced the value of long-term, platform-native storytelling. Rather than relying on traditional product advertising, Stimorol invested in conversations and entertainment that felt relevant to its audience’s interests and behaviors.

The success of “Lidt at Tygge På” demonstrates how brands in mature or declining categories can remain culturally relevant by creating content audiences genuinely want to watch. By meeting young consumers on their own terms, Stimorol successfully strengthened awareness, increased recall, and continued building relevance with a generation that rarely reaches for chewing gum.