Real Gum had an ambitious goal of launching into a category dominated by a single player. When it comes to gum, people immediately think of Wrigley’s Extra. We needed to differentiate Real Gum and help them get noticed
Gums like Extra can hide nasty ingredients, like plastic, in what’s known as ‘gum base’. Real Gum is different because it’s plant based and biodegradable.
Sometimes the best way to get noticed in a low interest category is to embrace the obvious. For Real Gum, it was by showing that they’re the gum with nothing to hide.