CHALLENGE: Drive purchase of Mars brand gum and make it relevant again in a time where mints and chewables are at the forefront of the industry while gum sales are at an all time low.
SOLUTION: Create gum etiquette that consumers can relate to. We’ve all experienced the last piecer, the moocher, or the double taker, but now it’s time to #GetYourOwn. By using a hashtag we allow gum to insert itself back into the modern digital era and become relevant again.
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