The Challenge
There is a secret the gum industry doesn’t want you to know. For decades they have been filling their gum with plastic. The same kind of plastic found in car tires, water bottles, and even glue. True Gum produces a plastic-free alternative, and together, we decided to reveal the gum industry’s dirty secret for good.
The Idea
Instead of fighting an expensive ad war against some of the world’s biggest food brands, we turned our competitor’s gum into an ad of its own. We emptied Berlin for plastic-filled gum and gave it an honest redesign that exposed the hidden ingredient. We then sampled our competitor’s gum to reveal what it’s really made of.
The Results
The campaign gained earned media across the key markets Germany, Sweden, and Denmark and had fans from all over the world cheering on our operation.
