How much thought do you put into the pack of gum you buy? Not exactly one of thsoe life altering decisiong but nonetheless it’s still important. According to a new campaign you generally reach for what you know, throw it in the basket, and move on.
LA Gum saw an opportunity in that. The brand has launched a campaign called “Chews Different,” created by Today the Brave, aimed at prompting Australian consumers to reconsider their default gum purchases.
The campaign frames gum-buying as a habitual rather than considered decision, and positions LA Gum as an alternative choice. It will run across out-of-home, social, and radio.
The creative work draws on everyday decision-making scenarios, reframing routine choices as opportunities to deviate from default behavior.
“We’ve had heaps of it in the office, and it’s genuinely just… different – in the best way possible,” said Vince Osmond, Creative Partner at Today the Brave.
“The feel, the flavour, the whole experience really does just chew different. And when the product truth is that strong, the job becomes about turning that surprise into a feeling people want more of.”
“Gum is one of the last impulse purchases that’s genuinely driven by habit rather than preference,” said Mitchell Richard, Director at LA Gum.
“Most people couldn’t tell you why they buy what they buy – they just do. LA Gum actually gives them a reason to stop and reconsider and to Chews Different, whilst also bringing new customers into the category with LA’s functional benefits.”
