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In 1997 the youth, the biggest consumers of chewing gum, preferred newer entrants like Wrigley's over a fuddy-duddy brand like Chicklets that their fathers chewed when they were kids. With no variants and little advertising Chiclets' share of the chewing gum market fell from 7 per cent in 1996 to an insignificant 4 per cent in 1997.
Then the company's marketing department decided to rejuvenate the brand. Mumbai-based advertising agency Contract was entrusted with the task. To woo the younger generation, Contract worked on an ad campaign which showed that Chiclets can make your dreams come true.