With the soccer World Cup comes a wave of nerves and anxiety that makes fans chew their nails, pencils, and even their hair. To address this during the 2018 FIFA World Cup, we positioned Chiclets, a popular chewing gum brand, as the perfect solution to help fans manage their anxiety. By offering a simple and effective way to channel their nervous energy, Chiclets became an essential companion for football enthusiasts, helping them stay calm and focused during the excitement of the tournament.