Redefining an entire category
Gum | Think. Chew. Rule.
This project was a rare opportunity to redefine an entire category. Having run out of ‘bursting-with-flavor’ and ‘fresher breath’ gimmicks to sell more gum, Mondelez International felt the whole approach to selling the category needed rethinking. The global brand and their agency challenged KarowHanrahan to completely re-think gum.
New research touting ‘improved concentration’ and ‘appetite suppression’ as product benefits provided a pivot point. From there, we explored a spectrum of provocative, strategic directions designed to creatively disrupt people’s expectations.
For each strategic direction, we showed examples of how we could creatively expand the original, branded idea. Then we moved beyond strategy and showed creative treatments for each idea to deliver a unified, on-brand message across various media.
Having that one, simple, core idea makes executing content, social media, apps, website, ads, and potentially even retail and packaging, more effective, efficient and sustainable for all parties involved.
And more fun, too, because...hey, it’s gum.
