Executive Summary
Nuud is a plant-based, plastic free chewing gum that biodegrades like a banana skin. It's sugar free, vegan and tastes great. In an otherwise polluting category, all of these things make for a revolutionary new chewing gum.
Problem is, no one knows 'normal' gum has a problem, let alone Nuud is the solution to it.
So this is a story of how a rebrand is helping to deposition the 'big' guys in the category; using design, across packaging and broader brand world, to raise awareness amongst retailers and customers of both the problem (plastic in chewing gum) and...