1. Products in this slow category were typically sold on form and flavor 2. We wanted to create a new type of gum brand that shifted the category from function to emotion.

The original challenge of incorporating a thumbprint into the design felt expected and lackluster. We decided to push ourselves above and beyond the parameters of the brief, and relate to our teen targets in a unique, authentic way. We made them part of the packaging story by featuring aspiring young teen artists' designs right on the pack. 18 teens from around the globe used iD Gum as their blank canvas to create. The cellophane wrapper on the packaging gave teens a peek of the art that lay beneath, raising their curiosity at shelf.

This diverse collection of art spoke to a teens' multiple passions and innate need to discover something new. iD is now positioned to source art from its own teen consumers and to leverage this platform of sharing and discovery.