Transforming a Struggling Concept with Breakthrough Co-creation

The CHALLENGE

A global gum manufacturer came to us with a product that had struggled in several fit-with-concept tests and had incurred significant investment. With a global launch date already scheduled, our team sought to fuel growth by helping the brand reclaim share in the chewing gum “pure refreshment” occasion space.

The APPROACH

Using breakthrough co-creation, our team uncovered a universal consumer truth around the emotional and sensory payoff of refreshment which transcended geographies and cultures. This insight became the foundation for a revised brand concept that was both bold and authentic.

From there, we developed a set of multi-sensory, experiential descriptors that aligned tightly with product expectations. These weren’t just descriptive words — they were strategically chosen elements that activated the sensory cues of refreshment and could flex seamlessly across global markets. This approach prioritized cultural adaptability while maintaining a unified brand voice. It ensured the concept would land with consistency and impact during the global rollout.

The OUTCOME

Ultimately, the reimagined product launched globally with a differentiated positioning that not only stood out on shelf but earned Product of the Year accolades. More importantly, the new offering found lasting traction with consumers and became a core pillar of the brand’s portfolio. Today, the product line continues to expand with new variations, building on the refreshed positioning and consumer excitement sparked by its breakthrough debut.

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