Most of the gum category is purchased out of home, impulsively, and for freshening needs. However, as the COVID-19 pandemic has forced consumers to live under various forms of restricted living, these needs have diminished.
In an effort to respond to these cultural shifts, we have created a variety of social assets to reframe gum’s role and relevance while also driving consumers to purchase. These assets fall under four key territories, Mask Breath, Boredom, Focus, and Snacking.
Client - Extra | Advertising Agency - FP7 McCann, Cairo