Extra gum sales were falling. Gum has become less relevant to the lives of school and university aged students. We needed a new way to connect with this key market.

As it turns out chewing gum doesn’t just give you fresh, minty breath. New research shows the act of chewing gum can actually improve your concentration and memory. So, if you chew gum when you study, or during exams, you’ll get better results. Which is kind of like cheating, only legal! Hang on, there’s an idea...