A chewing gum brand that had always encouraged people to get closer had to do the opposite during the pandemic: ask young people to stay apart. To make the message relevant, the brand partnered with Saga Whiteblack, a Latin Billboard and Latin Grammy-winning reggaeton producer, to create “De Lejos”, the first perreo promoting social distancing. The song, video, and TikTok choreography invited young people in Colombia, Peru, and Ecuador to dance from home instead of attending illegal Covid parties. The campaign turned a public health message into entertainment, generating 15M TikTok hashtag views, 3.7M social media interactions, over 28M views, and a 162% year-on-year sales increase.
