Research
To celebrate Juicy Fruit's status as the oldest gum brand, this rebrand focuses on tapping into nostalgia with retro-inspired themes.
Strengths
Juicy Fruit's customer loyalty lies in its iconic advertising. The catchy jingle has left a lasting impression, which contributed to early awareness of the brand.
Targeting Teens
Juicy Fruit’s target market includes young consumers drawn to fruity flavours, making it a popular choice for casual chewing. My campaign targets teens through a strong social media presence and engaging advertisements.
Embracing Humour
Teens appreciate brands with light-hearted messaging and are quick to avoid overly polished, sales-driven ads. By embracing humour, this rebrand resonates with teens.
Whats Missing
Juicy Fruit is overshadowed by dominant gum brands. The main pain points contributing to this are a lack of social media presence, poor marketing strategies, and an outdated brand image.
To celebrate its status as the oldest gum brand, the focus will be on tapping into nostalgia with retro-inspired themes through the Go Retro campaign.
Packaging Design
To stay competitive, the design, logo, packaging, and social medias all need significant attention.
I refreshed the logo and colour palette. Blue, red and yellow accents in favour of a minimalist yet bold aesthetic - one that highlights Juicy Fruit’s standout fruity flavour in a mint-dominated market.
Custom script, bubbly type that appears youthful and energetic, a retro font to evoke nostalgia, and the iconic Juicy Fruit yellow attributing to brand memorability.
Adverts
This live-action advertisement is formatted in 16:9 HD for YouTube and is designed to appeal to a younger audience. The humour comes from the absurdity of the concept - the idea of eating someone else's chewed gum is so unexpected that it grabs attention, bringing a comedic element.
The first social media post, designed in a 1080 x 1920 format for an Instagram Reel. It features a blue background with yellow accents to maintain Juicy Fruit's iconic colour scheme. The animation showcases someone blowing a bubble, which grows and pops to reveal the new logo.
The third social media post, created in a 1080 x 1920 format for an Instagram Reel, highlights Juicy Fruit's ability to evoke a sense of energy. Inspired by the brand’s classic commercials featuring active people engaging in sports, this post aims to capture that same vibrant energy.
