Juicy Fruit reimagined…

Existing Juicy Fruit packaging was found to be unsuitable for the young chic Saudi consumers. Our task was to reinvent Juicy Fruit as a brand that inspires ‘obsession’, a must have item that becomes part of a ritual. Inspired by the world of music, fashion and celebrity, where brands and branding serve as status symbols. By allowing ‘fans’ to feel they belong to a special group we created innovative, unexpected and unconventional branding to create standout and talk-ability within the category. The look is funky, vibrant, hip and energetic.

Juicy Fruit Chewing Gum / Client: Mars Wrigley / Agency: Berge Farrell