Growing on the pre-existing "Chew you Good" campaign created by Extra, the aim is to bring the attention back to chewing gum, communicating that gum can do more for you than give you fresh breath. I wanted to allow the buyers to associate flavours with moods – this linked me to look into Synaesthesia – a condition where one sense is experienced through another. Each gum flavour will be rebranded to appear as its flavour; for example, the strawberry chewing gum flavour will be stored inside a strawberry pot. This will encourage users to associate the flavour with the mood they are in; for example, strawberry has been rebranded "Strawberry Self-Love", so the user can grab their strawberry pot and chew the gum when they need to be kinder to themselves and experience self-love.