This was a project that I worked on in my visual literacy class. I made this idea up so that people could have more of an *experience* when chewing gum. Hope you enjoy it!
Occasion Gum
Idea by Christopher Froelich
I had a great opportunity to work on the new Occasion Gum campaign. Occasion Gum is a product that gives you different occasions to chew gum depending on the time of day. It allows the consumer to have an experience with the gum that they can remember. As they experience the memory with the gum, they will be able to have a taste in their mouth that correlates with that experience. As they have the same experience, their mouth will start to water and they will crave the gum they were chewing in the past.
I have worked specifically on three different flavors: AM gum, PM gum, and After Hours gum. These are the first flavors we are going to try out and we will have more flavors to come.
The general theme of my ads tries to give the feel of a fancy party. I added some humor in them but I wanted to appeal to an audience of typical college students who are wanting to jazz up their life with good occasions. I used the color black as the general background of all my ads because good occasions usually happen at night and this gives the feel of a celebration.
Logo: I designed the logo in a very simple way. It is just a clock in the O of occasion with Century Gothic font. I felt that this gave a very simple but powerful logo because it has the feel of a fancy occasion.
AM gum: AM gum contains ingredients that help wake someone up. I also focused on giving a stronger mint flavor so that consumers don’t have to worry about morning breath. I made an ad based on the idea of the movie “Groundhog’s Day.” With the alarm clock from the movie, and a small logo of Bill Murray with a groundhog, it brings back the memory of having the same day over and over again. I thought it would be interesting to play with the idea that one doesn’t have to have the same day over and over again with AM gum because it starts the day off right. I used Gestalt’s principle of closure in this ad in the alarm clock.
PM gum: PM gum is gum that has ingredients that dazzle the partner. I am planning on having a PM gum for men and one for women. The ads I did for this one was two cups, one with a mustache and one with women’s lips. The idea was that by chewing this gum, you don’t have to stay in the cupboard tonight. It brings confidence to the night.
After Hours gum: This is essentially a study gum. With ingredients that keep you awake and keep you going, this gum helps one concentrate while keeping them awake. The ad I did for this flavor was a person in his books with his head floating away. The idea is that by chewing this gum, you won’t float away from your studies. I used Gestalt’s principle of continuation in this ad.
