Extra Boneless Gum

For this collaborated campaign, we were tasked with finding a way to get Generation Z thinking about gum again. One thing that most of this generation can relate to is memes. They enjoy and find humor in things that don’t make sense, so we decided to capitalize on this for the campaign. Using the popular “Boneless” meme, we crafted a campaign for the first ever “boneless gum”. We created instagram posts, tweets, and an instagram story to launch the campaign and created buzz by having people guess what kind of gum would fill in the blank, leading up to the reveal of “Boneless”.

SILVER 2022 MIAMI ADDY WINNER

Team Members: Marielle Zuber, Jess Morgan, Gabrielle Shapiro, Kate Styles and Julie Berman