Bubblicious is the leader in bubble gum, but sales had begun to decline. Children 8-11 (its core audience) still liked to chew it, but the overall gum category had changed in the past 5-10 years. Bubblicious was beginning to mirror its core audience while gums like Stride and 5 were becoming badges of cool, something bubble gum used to own. Something drastic needed to be done. The brand needed to appeal to a new, slightly older core audience with a new visual identity that was more cool and contemporary. "Less Bubble, More Licious" became our motto.

"Liciousness" was the articulation of what we believed should be the new direction. It would embody the core audience’s desire for expressing individuality and personal style. In order not to be immediately dismissed as a poser in this space, we discovered Bubblicious needed to behave more like a fashion brand than a gum brand.

The new identity had an instant impact for the brand.

I was on this project from start to finish. My experience with such a unique method of testing really opened my mind to the true power of understanding the consumer. It helped the consumer profiles I wrote to be richer than I had ever imagined. Being part of package development was a new experience that further expanded my understanding of a brand.