Mars Gum Brands Mix Memes, ‘Borrowed Nostalgia’ in Global Campaign

Why It Matters

The campaign shows how legacy CPG brands are using nostalgia and meme culture to stay relevant with younger consumers, potentially unlocking growth in a crowded gum market. It also illustrates the shift toward integrated PESO marketing that blends paid and earned media for deeper engagement.

Key Takeaways

• OEFY uses 80s song remix and memes for Gen Z
• Campaign spans paid, earned, shared, owned media via PESO model
• Mars links gum consumption with mental wellness messaging
• Extensions: OOH “Chew Ratings” and TikTok “Channel Your Goat.”
• $36 billion Kellanova acquisition expands Mars’ snack portfolio

Pulse Analysis

Brands have increasingly turned to nostalgia to cut through the noise of digital advertising, and Mars Snacking’s OEFY gum line is a textbook case. The “Total Overthink of The Head” campaign rewrites Bonnie Tyler’s 1983 hit, pairing the familiar melody with viral meme characters such as Galaxy Brain and the “this is fine” dog. By framing everyday overthinking moments—missed texts, low‑like counts—as relatable scenarios, the 90‑second hero video taps into the comfort young consumers find in cultural artifacts that predate them, creating an instant emotional hook.

The activation is not limited to a single channel; it follows a PESO (paid, earned, shared, owned) framework that amplifies reach across video, social, out‑of‑home and emerging TikTok experiences. Paid placements drive initial exposure, while earned coverage and user‑generated content extend the conversation organically. The campaign’s mental‑wellness sub‑theme aligns with a growing consumer demand for products that promise stress relief, positioning OEFY gum as a small, daily ritual that can interrupt the overthinking loop. This integrated approach maximizes ROI while reinforcing brand relevance.

Mars Snacking’s latest effort arrives on the heels of its $36 billion acquisition of Kellanova, a deal that broadened its snack portfolio beyond confectionery into salty and savory categories. Leveraging the expanded distribution network, the OEFY campaign can roll out globally with consistent creative assets, reinforcing the “Chew Good” platform across diverse markets. If the meme‑driven strategy resonates, it could set a precedent for other legacy CPG firms seeking to rejuvenate legacy categories through culturally attuned storytelling, ultimately driving incremental sales and long‑term brand equity.