The world’s first ”Jaw Workout Gym” is now opening in Stockholm. A pop-up gym where every rep is a bite and every crunch puts the jaw to work*. No weights, no machines – just tougher chewing resistance. The idea is developed by Forsman & Bodenfors, with PR strategy by Story Relations and influencer strategy by SAMY Nordics.
The idea taps into the growing trend of “jawline training”, where everything from mewing to chewing gadgets is spreading across social media. At the same time, it builds on a simple everyday insight: much of what we eat today barely requires any activation of the jaw. Smoothies, overnight oats and other soft foods may be convenient, but leave the jaw with little to do. A research-based knowledge
overview from RISE Research Institutes of Sweden also shows that foods with higher mechanical resistance require more chewing and activate the jaw muscles more than softer alternatives.
”Internet is full of hacks and products claiming to train your jaw. We saw an opportunity to comment on that development through something much simpler, in a way that people would want to experience and talk about”, says Jakob Osborne Edman, Associate Director Brand Equity at Wasa.
The physical gym is the core of the campaign, turning a digital trend into a real experience. Visitors take part in guided classes where each bite of crispbread becomes a repetition. Beyond the campaign film and social content, the idea is amplified through PR, influencers and content created by visitors themselves. The ambition is to let the experience generate both editorial attention and social traction.
”We wanted to create something that feels native to the feed but takes on a completely different dimension in real life. An idea that works both as an experience and as content, where participation itself drives creation and sharing”, says Marcus Hägglöf, Creative Lead at Forsman & Bodenfors.
The Jaw Workout Gym is located at Surbrunnsgatan 47 in Stockholm and is open to the public for a limited time. The campaign is developed by Forsman & Bodenfors in collaboration with PR agency Story Relations and influencer marketing agency SAMY Nordics.
* Note that chewing crispbread does not imply any documented medical or health-related effects. For more information, please visit jawworkout.com
