Packaging. Im a visual learner.

I developed POSH Sugarfree Mint Chewing Gum as when researching the chewing gum market I found a potential gap for the product. I realised that "nearly half of all 45-54 year olds chew gum in the UK", but there wasn't very many products out there aimed for them, but more for the younger generations such as Tridents alternative flavour combinations, which can also be seen in Wrigley's products as well. There is room for competition and a new brand.

Researching further into this market, I saw a huge gap when looking into more upmarket shops and stores. When looking in Harvey Nichols, House of Fraser, Marks and Spencers and other stores such as these I noticed that they did not sell chewing gum, but just simply mints. The reason for this I believe is that this part of the potential market find it perhaps rude to chew gum as it is socially unacceptable and there is a negative view on it.There was a potential for a product which is not being sold on this market to make profit and be successful. This is where the idea came from. To develop a POSH chewing gum which could be acceptable due to the brands message.Sugarfree Mint Chewing Gum. It's Never Been More POSH"

The overall concept of the packaging and promotion is to in a way "take the mick " of this audience, in the way that they act and speak and behave. This is where the idea of the straplines on the packaging came from. The P.S. explaining that this, chewing gum, was infact a filthy habit which was now acceptable among this market!

The packaging had to add a substantial amount of value in order to please the target market. I looked into brands that I thought already appeal to them such as Green and Blacks Chocolate, Divine Chocolate, and Dorset Cereals for inspiration. I choose black and gold as this seemed to be a popular choice among packaging, and to me stated exuberance, elegance, desire and ultimately looked POSH. It is over the top you could say, with the individually wrapped gum, and the duel sliding opening technique, to keep in line with the taking the micky attitude and message that I developed the brand to have. It is a dry sort of humour that I felt would appeal to the market.