When JWT conducted its first AnxietyIndex study in Argentina, in January, the country registered as No. 4 in the world in terms of anxiety. The two key drivers of anxiety here are the state of the economy and the cost of living. With the tagline “Vamos a reirnos mas” (“We’re going to laugh more”), the Cadbury gum brand Beldent is adopting a hope-fueled approach to this mind-set, a strategy we advocated in our Recession Handbook.
In a recent commercial, we’re told the population is growing; and as we see footage of a huge, festive parade, the spot lists some ways this is a good thing—more men who hoist you up on their shoulders at concerts, more blondes on roller skates, etc. Beldent is trying to build an ideology for the brand around empowering people to have fun and take the good things from life. In an anxious country, this is a good example of the idea that brands are better served by feeding optimism than resentment.