EVB has managed the Juicy Fruit account for the past two years, during which time the brand has seen a massive resurgence among the teen and tween audience. This resurgence has been driven by a digital, social, branded content and mobile campaign lead by the brand’s new, EVB-created spokescreature, the Serenading Unicorn.

The Serenading Unicorn stars in music videos with stars such as Keenan Cahill, David Koechner and Sarah Silverman and lip-syncs to songs like “Do you really want to hurt me?” from Culture Club; “Angel” by Aerosmith; and “Whip It” by Devo.

The campaign resulted in millions of site visits, downloads and engagement. But more importantly, it sold gum. For a brand that had been slipping and losing share and losing relevance for year, it was nice to see Juicy Fruit, a 125-year old brand, on top with the a new generation of tweens.