Creative Agency: Family (and friends)
Strategy Director: Derek Johnston
Creative Director: Alex Durbridge
Designers: Dina Hassan, Conor McHugh
Project Type: Produced, Commercial Work
Client: Get More
Location: Richmond, UK
Packaging Contents: Vitamin Gum
Packaging Substrate / Materials: Foil, Cardboard
Printing Process: Lithography
Get More Gum is the latest innovation from Get More, the brand committed to helping busy people get their daily dose of vitamins.
The first of it’s kind in the UK market, the gum provides a new way to get your daily vitamin hit, literally releasing multivitamins into your body as you chew. It was essential to clearly communicate these unique benefits and convey a sense of ‘positive health’, as Get More Gum sits alongside the other regular chewing gums in supermarkets and convenience stores.
The packaging features a bold, new brand look derived from the vitamin ‘pill’ device used in the logo, with a multicolour theme to emphasise the multivitamin boost. This gave us the opportunity to get more impact on shelf against regular chewing gum brands. Beyond the exterior packaging, the tablets themselves have been branded on the foil containers along with flavour colour coding embedded into the product.
The natural background colour also helps promote more natural positive health cues against other regular chewing gum brands, with simple information graphics helping consumers readily understand the product benefits and use.
Tesco launched More Gum in 900 large stores (Extra, Superstore, Metro) in May 2017 and were so pleased with performance it was extended in to 1,100 Tesco Express stores from September, with additional listings in Tesco PFS (Petrol Filling Stations), the Soho House group, Independent convenience stores (London & Scotland), University sites plus some Export customers.
Consumers love the concept and almost can’t believe no-one has come up with an idea like this before. Feedback from retailers has been that the chewing gum category has been crying out for true innovation for many years having been dominated by one brand, and that Get More Multivitamin Gum has the chance to invigorate the category.
The product itself, is round like a vitamin pill, as opposed to the typical ‘pillow’ shape of regular chewing gum. To highlight this point of difference, we implemented the use of a blister pack, providing pharmaceutical cues and creating the sense of a vitamin supplement.