Putting Fun Back Into Gum
Brand positioning and manifesto video
THE CHALLENGE:
By focusing on functional benefits, the gum category became irrelevant to today's youth. With the dramatic decline in sales over the past decade being driven primarily by lapsed usage among 13-18 year olds, it was time to put the fun back into gum.
THE INSIGHT:
As we age, passive entertainment replaces the genuine fun that comes from playing together. Especially now, as schedules get busier and screens become more prevalent. As a brand that is irresistibly sweet and fun to share, Juicy Fruit can play a role in sparking fun between others.
THE IDEA:
Make Juicy Fruit relevant again by depicting its irresistible sweetness as a trigger for people to have a moment of childlike fun together.
THE RESULTS:
“So Sweet You Can’t Help But Chew” consistently ranked in the top 20% of all campaigns tested globally (a database of +5000 cases), driving a significant increase in past month gum usage among the key 13-18 year old audience.