The Problem -

Without completely rebranding, generate a campaign using three different mediums to expand the awareness of this old gum brand. Keep in mind that you want to modernize the brand and make it fresh, without totally disregarding the past. Balance between old and new.

The Insight -

Clove gum, an allspice, cinnamon flavoured gum masked the smell of alcohol during the prohibition period. That is when sales were highest. Clove has earned its reputation as a gum that will mask your breath. 

The Solution -

This conceptual campaign launches around Valentines day. Using the word "love" found inside "clove" is the main text. This gum can mask your breath, making you taste warm and sweet when you're going in for the kiss at the end of your date. 

My Contribution -


Graphic Design 


Art Direction 


© 2023 by Lily Hewitt