How Flash Wondermint Turned Moroccan Musical Heritage Into a Chewing Gum Movement
OK OK X FLASH is a 2021 music-led integrated campaign created by Moroccan agency The Next Click for Flash Wondermint, a chewing gum brand under Maghreb Industries, fusing Moroccan trap artist Tagne with the Chaabi legacy of the late Hussein Slaoui to position the brand as an emblem of youth, freedom, and contemporary Moroccan identity.
Published in Morocco in June 2021, the campaign centres on an official music video titled TAGNE – OK OK (Clip Officiel), which distributes across YouTube, Deezer, Spotify, and TikTok. The creative premise draws on a layered historical association: chewing gum was first introduced to Morocco by the American Army, and at that moment it carried the symbolic weight of freedom, coolness, and modernity. Flash Wondermint — one of Morocco's longest-established gum brands, with Maghreb Industries founding the company as early as 1979 according to flash-cg.com — inherited that cultural mythology. The OK OK X FLASH campaign chose to activate it rather than merely reference it.
The campaign's central mechanism is musical collaboration. Tagne, a leading figure in the Moroccan trap scene, performs alongside material rooted in Chaabi, one of the oldest popular musical genres in Morocco, represented through the legacy of Hussein Slaoui — an artist whose work is woven into the national cultural fabric. By placing these two registers in direct dialogue, The Next Click and Flash Wondermint created what describes as a first-of-its-kind artistic collaboration in Morocco. The campaign earned a Clapboard Score of 86 out of 100, reflecting its structural ambition, cultural coherence, and measurable audience engagement across platforms. Executive Creative Director Quods Ouaissi of The Next Click submitted the campaign, with direction handled by Hakeem Erajai and production by FEEL and TANA PROD.
Flash Wondermint operates in a market where chewing gum carries genuine cultural resonance. Morocco's chewing-gum import value reached approximately US$7.7 million in 2021, representing a rise of around 34 percent year-over-year from 2020, according to indexbox.io. That growth signals a category actively expanding in consumer relevance, and it frames the strategic context in which The Next Click developed OK OK X FLASH. Rather than competing on product attributes — flavour, freshness, longevity — the campaign competed on identity, positioning Flash Wondermint as the gum that belongs to Morocco's story.
The competitive landscape in Morocco's gum segment is demanding. Hollywood, distributed by Mondelez, holds an estimated directional market share of between 20 and 30 percent in Morocco, according to researchandmarkets.com, while globally, Mars Wrigley, Perfetti Van Melle, and Lotte collectively account for more than 80 percent of worldwide gum revenue, per Mordor Intelligence. Against multinational competitors with substantial media budgets, a locally rooted Moroccan brand like Flash Wondermint faces structural disadvantages in conventional advertising. The strategic answer embedded in OK OK X FLASH is to make locality itself the advantage.
The choice of Moroccan trap and Chaabi as the campaign's twin registers reflects a precise consumer insight. Trap is the dominant youth music vernacular in urban Morocco in 2021, while Chaabi carries intergenerational familiarity rooted in working-class Moroccan culture. Hussein Slaoui is often cited as one of the genre's most beloved figures, and his connection to chewing gum as a subject — he is described in Clapboard's editorial record as the first Moroccan artist to sing about the gum the American Army introduced to Morocco — gave the campaign a historically grounded narrative thread. Tagne's presence on the track bridges that heritage to a contemporary generation, making OK OK X FLASH function as both nostalgia and discovery simultaneously, across the Moroccan market.
Hakeem Erajai directs the OK OK X FLASH music video, working under production company FEEL and co-production banner TANA PROD. The creative framework is built on the logic of contrast and convergence: Moroccan trap's contemporary energy meets the warmth and familiarity of Chaabi, and the visual language of the video must hold both registers without reducing either one to pastiche. The result, as documented in Clapboard's archive, is a production that treats cultural synthesis as its primary aesthetic statement rather than its supporting context.
The track itself is written and performed by Tagne, with music production by NOUVO and recording handled at 5fonyProductions, with mastering credited to VB. That production chain is notably compact and locally rooted, which aligns with the campaign's broader strategic commitment to Moroccan creative infrastructure rather than imported production conventions. The song was released under the FEEL and TANA PROD copyright, with booking and business representation through Werpo Artists.
The campaign functions as an integrated execution rather than a conventional television or digital advertisement. The music video is the primary media asset, with the broader campaign leveraging Tagne's social presence across Instagram and Facebook and the track's availability across Deezer, Spotify, YouTube, and TikTok. In Morocco in 2021, that multi-platform architecture is well calibrated to reach the youth audience that Moroccan trap commands, while the Chaabi dimension extends the campaign's emotional reach toward older demographics and the families that carry Hussein Slaoui's legacy. Production credits for the photographic or print elements of the OK OK X FLASH campaign are not publicly documented beyond the video's credited team.
OK OK X FLASH generates verifiable and substantial audience engagement. The official music video accumulates 6,226,298 YouTube views, 146,225 likes, and approximately 4,200 comments, as documented in Clapboard's archive. Those figures place the video among the most-watched branded music collaborations to emerge from the Moroccan market in 2021, and Clapboard's editorial record notes that OK OK ranked as a top African song of 2021, achieving trending status on YouTube and registering significant activity on Deezer, Spotify, and TikTok.
For a confectionery campaign operating without the global media investment available to competitors such as Mars Wrigley or Mondelez's Hollywood brand in Morocco, those numbers represent a structural achievement. The campaign earns reach through cultural relevance rather than paid saturation, a model that depends entirely on the creative work carrying sufficient identity value to function as organic content. OK OK X FLASH demonstrably achieves that threshold.
Morocco's chewing-gum market is projected to grow at a compound annual rate of 3.91 percent through 2031, according to mordorintelligence.com, and Flash Wondermint enters that growth window having established a cultural reference point that no competitor in the Moroccan market currently matches. The Clapboard Score of 86 out of 100 awarded to OK OK X FLASH reflects the campaign's cultural coherence, its creative originality, and its demonstrated ability to build brand meaning through music at scale in the Moroccan market.
OK OK X FLASH is a 2021 integrated campaign for Flash Wondermint created by Moroccan agency The Next Click. It fuses Moroccan trap artist Tagne with the Chaabi legacy of Hussein Slaoui to position chewing gum as a symbol of youth and freedom, rooted in Morocco's cultural history with American-introduced gum.
The Next Click, a Casablanca-based agency, created OK OK X FLASH for Flash Wondermint under Maghreb Industries. Executive Creative Director Quods Ouaissi led the agency work. Hakeem Erajai directed the official music video, with production by FEEL and TANA PROD and music production handled by NOUVO.
Flash Wondermint chose Tagne to reach Morocco's contemporary youth audience through Moroccan trap, while Hussein Slaoui's Chaabi heritage connects the brand to its historical roots. Slaoui was the first Moroccan artist to sing about chewing gum introduced by the American Army, giving the campaign deep cultural and historical grounding in Morocco.
The OK OK official music video accumulated over 6.2 million YouTube views, more than 146,000 likes, and approximately 4,200 comments. It also trended on Deezer, Spotify, and TikTok, and ranked as one of the top African songs of 2021, according to Clapboard's documented archive of the campaign.
Flash Wondermint, produced by Maghreb Industries, holds an estimated directional market share of between 25 and 35 percent in Morocco, according to researchandmarkets.com. Its primary local competitor is Hollywood, distributed by Mondelez, which holds an estimated 20 to 30 percent share in the Moroccan market.
OK OK X FLASH received a Clapboard Score of 86 out of 100. The score reflects the campaign's cultural coherence in blending Moroccan trap and Chaabi, its creative originality in the Moroccan confectionery category, and its verified ability to generate multi-platform audience engagement at scale across Morocco in 2021.
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