Fresh - Belva Digital

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March 03. 2023

Fresh Chewing Gum

Fresh Chewing Gum rebranded to redefine itself—not just as a refreshing chew but as a symbol of confidence. With new packaging and a value-added price shift, the goal was simple: inspire our audience to Be Cool, Be Confident, Be Bold, Be FRESH and celebrate their individuality. We needed to show that Fresh wasn’t just gum; it was a cool accessory for those unafraid to stand
out.

Gum is often seen as just a quick fix for fresh breath. We wanted Fresh to go beyond that, to become a statement piece that empowers people to own their unique vibe. In a world that often pushes us to fit in, how could Fresh become a subtle yet powerful way to show who you really are?

Insight:

People crave authenticity, and choosing and chewing Fresh Gum isn’t just about taste; it’s a tiny boost of self-assurance. Fresh isn’t just gum; it’s confidence, coolness, and self-expression in one simple pack. It simply ignites your cool!

We launched Fresh with seven key cultural pillars: Fashion, Food, BYOB, Music, Storytelling, Comedy, and Fitness. Each month brought a new “episode” to keep things engaging and relevant. We teamed up with influencers who live the Fresh ethos, transforming chewing gum into a social movement that celebrated self-expression and authenticity.

Fresh made waves across social feeds, campus fields, and concert venues, with the campaign reaching 17.3 million and engagement soaring to 1.59 million! Our audience embraced the brand, tagging, sharing, and showing off Fresh with an impressive 90.4% positive sentiment. Safe to say, we didn’t just launch gum; we sparked a Coolversations.