TARGETWomen in their 20s and 30sPROJECT PURPOSEThis campaign was launched on the web and in stores. This gum was founded upon a new concept of “supporting people who are feeling hungry,” and the project was conceived from the assumption that “every lady is a princess.” This ad is interesting because we found the true feelings of imaginary princesses sounded more real than the true feelings of the real target.

We see numerous fairy tale characters complaining how they have put on weight and cannot fit into their glass slippers, Thumbelina has become thicker than a thumb...it is agreed that they are snacking too much. Sleeping beauty says that they need to do some reassessing.A new between-meal snack of the future. Recaldent Smart time.EVERYBODY: “Dealing with a pinch of hunger with gum!”