Do People Still Buy Gum?
Wrigley’s whole campaign behind their ‘5’ gum is just awesome. I don’t really know what is going on, but I would sit through a whole movie of just this sort of thing. As I understood it, a lot of thought went into making ‘5’ a gum brand that could compete with cigarettes. Dark, sleek packaging. Sexually provocative advertising.
They did have one thing right. What do cigarettes really do for cool kids anyhow? More than anything, they provide a distraction. It is a small box to pull out when the hands have nothing else to do. Why couldn’t a pack of gum do the same thing? I am not sure if this was really what they were going for. If I was going to try and make people buy gum instead of cigarettes, this is what I would do:
Simple series of vignettes, putting people in awkward situations where gum provides something to do. Don’t simply replace the pack of cigarettes with a pack of gum, this would be lame and too obvious. Instead, show 30 seconds of a man chewing gum while he waits for his car to be repaired in the shop. He is at ease because he is ‘doing something.’ Show a girl chewing for 30 seconds while she waits for her friends. Context would not really matter. Just getting over that awkward feeling of watching someone chew for that long would make people okay with it. Or change channels.
Also, I would put nicotine in the gum.