To effectively launch New 5 React, a black stick of gum that allows each chewer to have their own flavor experience, we’d have to find and leverage a core creative idea that would strongly telegraph this exceptional product’s promise. Inspiration for the creative idea was derived directly from the product design and experience. Because React is a black stick of gum it has no color cues to signal to the chewer what the experience will be. As each person tries React they are left to interpret for themselves what flavors they are experiencing. It is an ambiguous stimulus, a black object that everyone experiences differently… just like a psychological inkblot test. This proved to be the perfect metaphor to telegraphically communicate that everyone experiences React differently. The epic TV concept then took shape in crisp HD, chronicling a dramatic and hyperbolic journey into the unknown, as three brave explorers together take part in a larger-than-life React experiment and each have very different experiences. Viewers are left with a simple and enticing warning: “Experience may vary.”