GUM BRAND IDEA

MOUTH READY FOR ANY EVENTUALITY

MARKETPLACE TRUTH

The better a chewing gum cleans, refreshes and adds flavor to your mouth, the better it is. 

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BRAND TRUTH

The ultimate "mouth refresher" is the one that provides longest  lasting flavor to keeps on giving mouth refreshment.

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AUDIENCE TRUTH

The mouth is the most intimate "body part".  Yet it is also our primary social connector.

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BRAND IDEA

MOUTH READY FOR ANY EVENTUALITY

It's the body part that connects us to people.  It's also a very private part.  But hey you never know what life will throw at you.  So keep your mouth fresh and ready for any eventuality...


P.S.  An idea isn't some magical thing that pops out of nowhere.  It's nothing more or less than a new combination.