CLIENT CHALLENGE

A global gum manufacturer came to us with a product that had struggled in several fit-with-concept tests and had incurred significant investment. With a global launch date already scheduled, our team sought to fuel growth by helping the brand reclaim share in the chewing gum “pure refreshment” occasion space.

OUR APPROACH

• Acknowledging the growing need to defend against and distinguish from competitors who were growing in marketplace share with poppable, refreshing options.
• Using breakthrough co-creation, we revamped the concept by unlocking the universal insight that would resonate with consumers.
• Developing just-right, multi-sensory, and experiential descriptors that aligned with product expectations, and ensured the concept would translate smoothly across three different cultures for the global launch.

THE OUTCOME

A game-changing and differentiated global launch earned product of the year accolades and is still on shelf to-date. The newly launched offering became a core product line for the brand and continues to expand with new, refreshing products today.

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