COPYWRITER
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JUICY FRUIT


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THE CHALLENGE

Create a campaign that gets people to chew more Juicy Fruit.

 
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OUR CONCEPT

Chewing other gums can give you fresh breath, but chewing Juicy Fruit can give you weird thoughts.

Like, is there even fruit in Juicy Fruit?


Introducing juicy thoughts

To get people to start associating Juicy Fruit with thinking weirdly, every stick will come with a "Juicy Thought" to chew on.

 
Juicy Thoughts will appear on the inside of Juicy Fruit wrappers.

Juicy Thoughts will appear on the inside of Juicy Fruit wrappers.

Near convenience stores, digital boards will dispense a stick of Juicy Fruit an equally Juicy Thought when approached.


SOcial Posts to Ponder

Bright, Juicy Fruit yellow, animated posts will get people to stop mindlessly scrolling and start thinking Juicy Thoughts.

 


Off the wall Out of Home

Because Juicy Thoughts can happen anywhere, OOH ads will appear in unexpected places with creative that plays off of their surroundings.


 

CHEW To play videos

Gum enthusiasts can see Juicy Thoughts come to life by downloading the app.

Using the camera on their phone or laptop, similar to Snapchat, Juicy Thoughts will play when a chewing motion is detected and stop when it's not.