Ignite your cool
Fresh
Fresh was changing its look and energy. With new packaging and a small price bump from 5 to 10 bob, the goal was bigger than a rebrand. We wanted Fresh to mean confidence. To feel like that cool, everyday accessory that says you’ve got it together.
For most people, gum is just gum. A quick breath-fix. Nothing deep. But for a generation that values expression, we saw an opportunity. We wanted Fresh to feel like something you chew because it fits your mood, not just your mouth.
The question was: how do we give something ordinary cultural weight?
summary
Fresh was changing its look and energy. With new packaging and a small price bump from 5 to 10 bob, the goal was bigger than a rebrand. We wanted Fresh to mean confidence. To feel like that cool, everyday accessory that says you’ve got it together.
For most people, gum is just gum. A quick breath-fix. Nothing deep. But for a generation that values expression, we saw an opportunity. We wanted Fresh to feel like something you chew because it fits your mood, not just your mouth.
The question was: how do we give something ordinary cultural weight?
For most people, gum is just gum. A quick breath-fix. Nothing deep. But for a generation that values expression, we saw an opportunity. We wanted Fresh to feel like something you chew because it fits your mood, not just your mouth.
The question was: how do we give something ordinary cultural weight?
results
Fresh went from a “cheap chew” to a cultural knick-knack.
We reached 17.3 million people, drove 1.59 million engagements, and landed a 90.4% positive sentiment.
Across social feeds, concerts, and campuses, Fresh became the gum that felt cool to be seen with.
We were selling confidence.
And the best part? Everyone wanted a piece.
We reached 17.3 million people, drove 1.59 million engagements, and landed a 90.4% positive sentiment.
Across social feeds, concerts, and campuses, Fresh became the gum that felt cool to be seen with.
We were selling confidence.
And the best part? Everyone wanted a piece.
execution
We made the message simple, catchy, and repeatable — just like a good hook.
Music carried the story, and the jingle became our secret weapon. It had rhythm, personality, and that thing that makes you move without even realising it.
We teamed up with creators and culture shapers who spoke the youth language fluently. From campus influencers to content collectives, each one brought their own flavour and helped translate “Ignite your Cool” into real-life moments.
Music carried the story, and the jingle became our secret weapon. It had rhythm, personality, and that thing that makes you move without even realising it.
We teamed up with creators and culture shapers who spoke the youth language fluently. From campus influencers to content collectives, each one brought their own flavour and helped translate “Ignite your Cool” into real-life moments.
idea
That slight chew of confidence before you speak, post, dance, or shoot your shot. We tapped into seven passion points that already shape youth culture: Fashion, Food, BYOB, Music, Storytelling, Comedy, and Fitness. Each month, we dropped something new, a moment, an activation, or a content collab that kept the brand in the mix of what young people were already vibing with.
Gallery
