Inspired by the originality of the older packs, we took the existing undefined shape and transformed it into a mouth.

To bring this further, we injected modern and personalized elements, giving the new packs a retro look; a look appreciated by teens. We gave each of the four flavors a personality, a distinct character, using differentiating colors and elements such as piercing, mustache, braces.

It was now time to introduce these packs to the consumers.

Inspired from the mouth on the pack, we sent the packs online and had them engage directly with consumers. Just like that, the packs were introducing themselves by themselves.

Where did these gum express themselves? On Facebook live.

The four packs were not only visually distinct; they each had a character that was reflected by their look and the things they said. The one trait they all have in common is a sense of humour.

Spearmint is the oldest flavour so we gave him a moustache to establish this. When he went live and spoke-out, his strong sense of pride became apparent; proud to be the first among the four.

Tutti Frutti is the cutie pie of the gang. She is pink and has confetti-patterned lips. When she speaks, she’s polite and sincere, yet demonstrates diva-like behaviour as well.

Mastic is the cheeky one. She is green-red striped and has a piercing, she’s not necessarily trying to fit in. She likes to egg people on and provoke here and there.

Strawberry is red with green lips because, well, he’s strawberry! He’s a softy at heart and often misunderstood.

The new packaging launched mid-January and achieved outstanding sales results for the brand, numbers grew by 77%. With that, we had overachieved our campaign target by 87%.

Chiclets was successfully perceived as a younger, and more engaging brand. The new packaging is appealing and intriguing. It proved to be very attractive to teens with its fresh colors and funky elements: piercing, mustache, confetti lips, etc. – directly reflecting the modern teen’s interests.

It’s safe to say there are no local or even regional gum brands competing with this approach in design. The product design also leaves room for imagination and breeds potential intrigue: will there be a new flavor? What will it look like? The chewing gum packs are seen as funky collectibles and they are appealing enough to be kept once empty.

These days it is challenging to grab the attention of teens. They are very demanding, especially from brands, and do not want to spare their attention to average content. We wanted to gain not only their time, but also their love. These personalized packs reflected the behavior and attitudes of teens.

The latter are on a never ending quest for uniqueness. They adopt different styles and experiment with their looks on regular basis. Aware of this, chiclets reflected these styles by adding unique traits on the packs.

The campaign idea - gum packs with a loud mouth going live and talking to consumers- was fully in alignment with out brand platform; Nothingness is everything.

Chiclets is a 20 years old brand, it has been always in the Egyptian market. A few years back, Chiclets saw more potential in a specific target audience - teens - and decided to switch strategies.

For the past 3 years we have been working towards reviving its image, transforming it from a grandmother's brand into one that teens can love and relate to.

It was now time to visually revamp it.

Although Chiclets' old packaging was unique and nostalgic, it did not resonate with teens. Our brand was therefore seen as irrelevant. Seeing as Chiclets is highly distributed in both traditional and modern trade, we knew a new packaging would not go unnoticed.