We created a 'decide the flavour' promotion with a difference. This time, people wouldn’t choose between boring things – like apple. Instead, we gave them 300 totally new to choose from. Does Mega Mystery taste like Sexy Gnome? Like Exchange Student? Or does it taste like Breast Milk? The flavour with the most online votes would be printed on the pack and officially become the flavour of Mega Mystery Gum.

People voted for their favourite bizarre flavour from a custom Facebook Tab, a mobi-site, a Mxit portal and web-banners. A through-the-line campaign was launched to promote these voting platforms.

Approximately 400,000 people engaged with the campaign online. The campaign received over 294,000 votes in 7 weeks. There were 11,723 flavour suggestions. The campaign generated R3.4 million in free PR. Mega Mystery exceeded client sales forecasts by 233%. And once the public had decided, we created the world's first Alien Abduction Flavoured Gum.