Singapore – BBH Singapore has made a legally permissible ‘gum’ in Singapore, known for banning chewing gum. Just in time to celebrate the country’s 60th year of independence, the creative agency launched the ‘Unthinkables!’, designed to stick to the law.
BBH Singapore’s ‘Unthinkables!’ was made in collaboration with Irene Chan, sugarcrafter and Oni Cupcakes founder. To make it legal in Singapore, the ‘gum’ was made without a gum base, allowing Singaporeans to enjoy the chewing experience.
Made from BBH’s in-house Innovation Lab, the team combined various exotic flavours and ingredients to perfect the candy’s chew. It resulted in a hyper-chewy yet water-soluble candy.
The agency takes the ‘Unthinkables!’ concept deeper, with each gum coming with a QR code to some of BBH’s unique works. This includes its work with Heineken, which turned sneakers into beer art, and a horror film with Income.
With the nature of the candy, BBH aims to spark conversations and creativity, highlighting its unthinkable ideas that can help provide solutions for businesses.
Sascha Kuntze, chief creative Officer at BBH Singapore, said, “It’s unthinkable to launch a chewing gum in Singapore. Just like it was unthinkable to design a puffer jacket for the tropics to launch an extra-refreshing beer. But that’s the point. Creativity lets us solve problems by making the impossible possible.”
Singapore banned chewing gum in 1992 to prevent vandals from sticking it on various places. While ‘therapeutic gum’ from doctors and pharmacists became legal in 2004, the iconic ban holds. Breaking the law on chewing gum use can lead to a $500 to $100,000 fine.
