Chewing gum is fun and flavorful in your mouth, but all too often, it ends up on sidewalks and under seats. The sweet treat becomes a bubbly bothersome to you and Mother Earth.
As the world's largest gum manufacturer, Wrigley teamed up with others in the industry to create a new on-package logo that addressed the proper way to dispose of used gum (place it in the waste bin). Wrigley launched this new logo with an internal campaign to encourage their associates to become ambassadors for responsible gum disposal.
This global campaign recognized that sensible people would never think of placing their gum on a national monument or priceless work of art, and the environment should be treated with the same respect.
The eye contact between each figure and the chewed gum creates a subtle tension that makes it clear the gum is somewhere it does not belong. Because of the million places to put chewed gum, only one makes sense.
Art Director: Glenn Madigan
Copywriter: Jeff Davidson