Legal Way to Cheat
It turns out chewing gum doesn't just give you fresh, minty breath. New research shows the act of chewing gum can actually improve concentration and memory. So, if you chew gum when you study, or during exams, you'll get better results. So, it's kind of like cheating... only legally. The pack shots were made to look concealed, giving an illicit feeling to the product. The posters and OOH were placed in Universities during exams, leading to an increase in gum sales.
