Wrigley’s Extra Bubblemint is a chewing gum for adults. It has the original taste of bubble gum — like the one we all loved when we were kids.

Our challenge was to launch the gum in the Middle East, instil trial and make Bubblemint the top-selling Extra gum flavour.

When we were kids, we were at our happiest. Life was like a pack of gum. Wrigley’s Extra Bubblemint, a gum for adults, tastes just like those times. It tastes like childhood.

To launch it, on Children’s Day, we brought a childhood dream to life by opening a Treehouse Store in Dubai Creek Park — exclusively for adults.

The 4.5m x 5m treehouse store was supported by a robust steel base and fitted with nine hidden cameras that captured over 3,000 grown-ups trying the gum and having child-like fun and games with a retro video game console, a polaroid camera, a bubble blower and a wide range of toys imported from childhood — including an exhilarating exit slide. 

We shared the activation film on social media to give everyone the taste of Bubblemint. Everyone could also visit the treehouse store virtually with our immersive 360-degree VR headsets in key supermarkets.

In November 2016, we opened the Extra Bubblemint Treehouse Store in Dubai Creek Park, exclusively for adults. The charming, eye-candy 4.5m x 5m treehouse store was supported by a robust steel base and was constructed within 48 hours. It was also fitted with nine hidden cameras that, for a week, captured over 3,000 grown-ups trying the gum and having child-like fun and games with a retro video game console, a polaroid camera, a bubble blower and a wide range of toys imported from their childhood days — not to mention, an exhilarating exit slide. 

We then shared the activation film on social media to give everyone the taste of Bubblemint. Everyone could also visit the treehouse store virtually with our immersive 360-degree VR headsets in key supermarkets around the region.