by abduzeedo
Unthinkables is Singapore’s first legal chewing gum. The bold branding and packaging design make a powerful statement.
Creative agency BBH Singapore has a reputation for tackling business problems with "fame-driving solutions," and their latest project, "Unthinkables!", is a masterclass in this approach. This project isn't just a product launch; it's a showcase for the agency's ability to make the impossible possible, a concept they call "Unthinkable ideas". The campaign centers around what is touted as Singapore’s first legal "chewing gum," a product that directly challenges the country's long-standing ban on gum.
Singapore famously banned the sale and import of chewing gum in 1992 to prevent vandals from sticking it on public property like train doors and elevator buttons. Breaking this law can result in a hefty fine. So, how did BBH Singapore get around this? They created a product that looks, tastes, and chews like gum but is made without a gum base. This technicality makes it legally permissible, allowing them to give Singaporeans the full gum-chewing experience without the risk of a fine.
The genius of this project lies in its branding and packaging design. The bright, eye-catching color palette of pink, purple, and blue immediately grabs your attention. The playful and rebellious tone is perfectly captured in the graphics, which feature doodles of stars, hearts, and arrows. The packaging boldly states, "FROM THE LAND THAT BANNED CHEWING GUM," making its statement loud and clear. The design cleverly leverages the very thing it's sidestepping—the ban—as its primary marketing hook.
BBH Singapore co-created the product with sugarcrafter Irene Chan, founder of Oni Cupcakes. Together, they worked in the agency's Innovation Lab, experimenting with more than 60 combinations of flavors and chewiness-enhancing ingredients to get the final product right. This dedication to the product's physical form is as important as the visual design, ensuring that the entire experience is cohesive and compelling.
Ultimately, Unthinkables! isn't just a candy; it's a showcase of the agency's creative portfolio in disguise. Each piece of "gum" includes a QR code that links to some of the agency's most notable work, such as the "Heinekicks" campaign and a horror film created for Income travel insurance. This project exemplifies how a strong, narrative-driven design can not only solve a problem but also serve as a powerful promotional tool, proving that creativity can indeed make the impossible possible.
Credits: BBH Singapore: https://www.bbhsingapore.com/unthinkables
