Problem: Juicy Fruit is falling behind in the category to minty gums such as 5 Gum, Stride & Dentyne Ice.
Insight: Most people feel that the dating world today is vulgar and crude, i.e. when you take a stick of gum out on a date it's about to go down.
Idea: Since the dating world is crude, Juicy Fruit will reintroduce 'sweetness,' aka manners and 'innocence,' back into the dating scene.
Art Direction: Melissa Osoria // Kristin Mizushima
Copywriting: Grace Cha
'TALK SWEET TO ME'
On Valentine’s Day, Juicy Fruit will partner with Tinder and replace vulgar words sent in Tinder messages with fruit emojis along with a reminder to “Keep It Sweet.”
'THE SWEET SPOT'
Juicy Fruit will “hijack” PornHub by buying out banner ad space on PornHub that looks like clickbait. Once clicked it will lead to Juicy Hub on Juicy Fruit's website—an archive of tender, non-sexual clips to remind viewers to ‘Keep it Sweet.’
In the case of a bad date, text the number on Juicy Fruit packaging and Juicy Fruit will call you so you can take a moment to chew over if you want to bail.