Extra Gum: More for Me
Gum moochers, beware! Extra Gum's More For Me campaign came from the idea that our target audience (aged 13-18 years old) don't like sharing their pice of gum with moochers. The campaign will help deter moochers from taking gum and protecting your pack.

Art, Copy, & Gum Typography (we used real gum!): Rebecca Antonucci, Ysabel Cacho and Paige Cano
TWITTER
Victims of gum mooching get to call out the moochers by tagging them in a tweet. This content is fed to the microsite and the Hall of Shame. If the moocher confesses, both the moocher and the person who called them out will receive a prize pack from the brand (free gum & trick products i.e., shock gum, camo gum, & soundproof wrapper.)
MICROSITE
The microsite aims to unite both moochers and the people that call them out. There will be an excuse generator, a moochers hall of shame, tips and trick, quizzes, and highlight of the different Extra Gum products.
Extra Gum: More for Me
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Extra Gum: More for Me

A typography and web campaign to stop the gum mooching.
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17
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Published:

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