INSPIRING RITUALS IN CHIC SAUDI’S

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