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Chiclets' global campaign had to cross borders and even continents. The creative key was to tap into a universal language - in this case the language of "Shake". The sound of the box was already part of cultures worldwide. So the creative recognized that the most powerful message would be not be conveyed in copy, but in the distinctive sound of shaking a Chiclets box and the emotions people had when they heard it. In this way, the epic spot reminded the world about how everyone can share in the fun and anticipation of simply chewing gum - Chiclets gum.