Bak Bak
Reimagining chewing gum for the new age consumers
With flavour innovation plateauing and most brands relying on functional appeal, the chewing gum category had lost its spark. Bak Bak emerged to challenge this monotony by reintroducing play and personality into the act of chewing gum. The brand taps into social behaviour, using everyday chatter and nostalgia as tools to build emotional engagement and cultural relevance.
Approach
Identified behavioural and market gaps through consumer research and competitive benchmarking.
Output
A cohesive brand strategy supported by 4Ps strategy and brand activation plan to launch Bak Bak.
Duration
1 Week
