The pandemic caused disruption in many categories and industries, but none quite as heavily as the Chewing Gum category. An impulse purchase that relied on convenience store and check out shelf space, people just weren't going out to buy gum any more. So we had to give people a new reason beyond interesting flavours and fresh breath to think about gum again. We found through extensive consumer research that this young generation has grown up naturally full of confidence, but that confidence is rocked on encountering the big wide world for the first time, and realising that they are not as special as they thought. But that anxiety can be relieved by chewing. It can bring back the natural confidence you had. You can feel likle the star of your own moment...whether you are successful or not!