Inspired by the originality of the older packs, we took the existing undefined shape and transformed it into a mouth.

To bring this further, we injected modern and personalized elements, giving the new packs a retro look; a look appreciated by teens. We gave each of the four flavors a personality, a distinct character, using differentiating colors and elements such as piercing, mustache, braces.

It was now time to introduce these packs to the consumers.

Inspired from the mouth on the pack, we sent the packs online and had them engage directly with consumers. Just like that, the packs were introducing themselves by themselves.

Where did these gum express themselves? On Facebook live.

The four packs were not only visually distinct; they each had a character that was reflected by their look and the things they said. The one trait they all have in common is a sense of humour.

Spearmint is the oldest flavour so we gave him a moustache to establish this. When he went live and spoke-out, his strong sense of pride became apparent; proud to be the first among the four.

Tutti Frutti is the cutie pie of the gang. She is pink and has confetti-patterned lips. When she speaks, she’s polite and sincere, yet demonstrates diva-like behaviour as well.

Mastic is the cheeky one. She is green-red striped and has a piercing, she’s not necessarily trying to fit in. She likes to egg people on and provoke here and there.

Strawberry is red with green lips because, well, he’s strawberry! He’s a softy at heart and often misunderstood.

The new packaging launched mid-January and achieved outstanding sales results for the brand, numbers grew by 77%. With that, we had overachieved our campaign target by 87%.

Chiclets was successfully perceived as a younger, and more engaging brand. The new packaging is appealing and intriguing. It proved to be very attractive to teens with its fresh colors and funky elements: piercing, mustache, confetti lips, etc. – directly reflecting the modern teen’s interests.

It’s safe to say there are no local or even regional gum brands competing with this approach in design. The product design also leaves room for imagination and breeds potential intrigue: will there be a new flavor? What will it look like? The chewing gum packs are seen as funky collectibles and they are appealing enough to be kept once empty.