For those who didn’t know: Chewing gum is famously banned in Singapore. To celebrate Singapore’s 60th birthday, BBH Singapore has created what may be the nation’s first legal chewing gum alternative. Titled Unthinkables!, a chewable treat that looks, tastes, and chews like traditional gum.
The absence of gum base makes it technically legal under current regulations, offering Singaporeans a nostalgic chewing experience without breaking the law.
Singapore’s chewing gum ban was introduced in 1992 to curb public vandalism, especially in public transport and shared spaces. While therapeutic gum became available under medical supervision in 2004, regular gum remains prohibited.
Made from a hyper-chewy flavoured candy that’s fully water-soluble, the product “sidesteps Singapore’s strict gum ban while making a statement about the agency’s appetite for impossible ideas,” said BBH Singapore.
Each Unthinkable piece of gum comes with a printed QR code that links to a piece of work from the agency’s portfolio: Heinekicks, a viral and award-winning campaign for Heineken that turned sneakers into beer-filled art, or Trapped, a full-fledged horror film created to launch a travel insurance for Income.
BBH envisions the ‘gum’ as a way to spark conversations about the creative potential of Unthinkable ideas – ideas that make the impossible possible and tackle business problems with fame-driving solutions.
“It’s unthinkable to launch a chewing gum in Singapore,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore.
“Just like it was unthinkable to design a puffer jacket for the tropics to launch an extra-refreshing beer. But that’s the point. Creativity lets us solve problems by making the impossible possible.”
BBH Singapore also provided some:
Fun Facts about Chewing Gum in Singapore
- In 1992, Singapore banned the sale and import of chewing gum to stop vandals from sticking it on train doors, elevator buttons, and keyholes.
- If you break the law, you could be fined anywhere from $500 to $100,000, depending on how badly you mess up.
- The ban became so iconic that “chewing gum” is still one of the first things foreigners bring up when talking about Singapore.
- In 2004, “therapeutic gum” (like nicotine gum) was allowed—but only if you get it from a doctor or pharmacist.
Credits
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Executive Creative Directors: Janson Choo, Khairul Mondzi
Associate Creative Directors: Nico Tangara, Luke Somasundram
Art Director: Jia Min Tan, Shumin Leow
Copywriter: Natalie Shauna
Head of Production / Executive Producer: Wendi Chong
Producer: Isabelle Lee
Managing Director: Sid Tuli
Chief Strategy Officer: Stéphane Missier
Head of Growth: Siying Goh
Associate Account Director: Sabrina Ang
Sugarcrafter: Irene Chan
Packaging: Sweet Chaos
Photographer: Vincent Ng
Hair + Makeup Lead: Kenneth Chia @kenmuu
Hair & Make-up Artists: Sarah, Winnie
Senior Digital Imaging: Sally Liu
