With gum historically focused on social moments shared with others, the use case and fun of gum was at an all-time low heading into 2021. With COVID-19 in play, we came up with new defined moments through "chew profiles" to resonate with our fans.
With a wide-variety of different types of gum chewers, we created a HUB containing our How Do You Chew quiz for fans to figure out just exactly what their personal chew profile was. Different profiles meant different prizes, catered to the personality type.
Through sponsored social posts, YouTube pre-rolls, and a multitude of in-store displays, we brought the fun back to gum during a global pandemic.