Many passengers suffer from pain in their ears during take off and landing because of pressure variations. To restore the pressure, you only have to chew!

That’s why we decided to create the “La gomme à mâcher” by Air France, the first “à la française” chewing gum for take off and landing. La gomme à mâcher tastes like France, with two flavours inspired by iconic French desserts: Macaron pistache and Crème brûlée.

La gomme à mâcher was distributed in selected flights and at Air France lounges. It was also sold on Airfanceshopping and at the famous Colette shop in Paris.

First we had to create the product, from research on the flavours to the packaging design. We also identified the right partners to create a 100% natural gum that is produced in France. We added a little paper in every pack to get the customer to stay clean and chic to throw their gum away.

Then La gomme à mâcher was distributed in selected flights and at Air France lounges. It was also sold on Airfanceshopping and at the famous Colette shop in Paris.

The media campaign supported the launch to create awareness around the product to a larger audience, with a film displayed online and all its shorter versions on social media to optimize the use of every social media platform.