Extra's Choose to Chew
Targeting College Nicotine Cessation
Facing declining sales in 2020, Extra Gum sought a strategy to re-engage young consumers. Our campaign targeted college students struggling to quit vaping, positioning chewing gum as a practical alternative to nicotine products.
Campaign Strategy
We developed an integrated platform designed to transition students from vaping to chewing gum. The comprehensive approach included:
- Conceptual campaign development
- Custom mobile app design
- Redesigned gum packaging
- Strategic poster communications
- Compelling motion graphics and video content
Design Approach
The campaign addressed nicotine cessation through a holistic, youth-focused lens. By creating relatable touchpoints and a supportive ecosystem, we transformed Extra Gum from a simple confectionery product to a lifestyle solution for young adults battling nicotine addiction.
Execution
Our multi-channel strategy leveraged:
- App-based tracking and support
- Visually engaging packaging
- Campus-targeted poster designs
- Narrative-driven motion graphics
Outcome
The campaign repositioned Extra Gum as more than just a breath freshener—positioning it as a supportive tool for personal health and lifestyle transformation among college students.
Note: This is a conceptual project showcasing our capabilities.
Targeting College Nicotine Cessation
Facing declining sales in 2020, Extra Gum sought a strategy to re-engage young consumers. Our campaign targeted college students struggling to quit vaping, positioning chewing gum as a practical alternative to nicotine products.
Campaign Strategy
We developed an integrated platform designed to transition students from vaping to chewing gum. The comprehensive approach included:
- Conceptual campaign development
- Custom mobile app design
- Redesigned gum packaging
- Strategic poster communications
- Compelling motion graphics and video content
Design Approach
The campaign addressed nicotine cessation through a holistic, youth-focused lens. By creating relatable touchpoints and a supportive ecosystem, we transformed Extra Gum from a simple confectionery product to a lifestyle solution for young adults battling nicotine addiction.
Execution
Our multi-channel strategy leveraged:
- App-based tracking and support
- Visually engaging packaging
- Campus-targeted poster designs
- Narrative-driven motion graphics
Outcome
The campaign repositioned Extra Gum as more than just a breath freshener—positioning it as a supportive tool for personal health and lifestyle transformation among college students.
Note: This is a conceptual project showcasing our capabilities.
Targeting College Nicotine Cessation
Facing declining sales in 2020, Extra Gum sought a strategy to re-engage young consumers. Our campaign targeted college students struggling to quit vaping, positioning chewing gum as a practical alternative to nicotine products.
Campaign Strategy
We developed an integrated platform designed to transition students from vaping to chewing gum. The comprehensive approach included:
- Conceptual campaign development
- Custom mobile app design
- Redesigned gum packaging
- Strategic poster communications
- Compelling motion graphics and video content
Design Approach
The campaign addressed nicotine cessation through a holistic, youth-focused lens. By creating relatable touchpoints and a supportive ecosystem, we transformed Extra Gum from a simple confectionery product to a lifestyle solution for young adults battling nicotine addiction.
Execution
Our multi-channel strategy leveraged:
- App-based tracking and support
- Visually engaging packaging
- Campus-targeted poster designs
- Narrative-driven motion graphics
Outcome
The campaign repositioned Extra Gum as more than just a breath freshener—positioning it as a supportive tool for personal health and lifestyle transformation among college students.
Note: This is a conceptual project showcasing our capabilities.
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