We explored a new product concept to find the flavours with the most potential in China.
The challenge
Innovation drives growth in chewing gum. Flavour, packaging and shape all matter to discerning customers.
Our approach
Focus groups showed that Chinese consumers preferred more natural flavours with a subtle hint of fruit over Wrigley’s existing range.
The result
Two new flavours, Yuzu Jasmine Tea and Rose Oolong Tea, launched on Tmall, went viral and sold out.
99%positive feedback on the new flavours
Brand-wide figures reflect the client’s overall performance, not this project alone.
