It is a bubblegum concept made for teenagers who are exploring and getting ready to step into a new phase in their life. We created a product and campaign that encourages them to discover something new.
Adobe After Effects
Adobe Premiere Pro
Creative Direction, Designer
Project Manager, Designer
In one of our graphic design subject in college, we were formed into groups with four members to challenge us to make our own bubblegum product out of a problem, “why do people chew gum less nowadays?”. Each group were to make and design their own name, branding and marketing strategy. After thorough research, we found that bubblegum has more bad effects so we need to reformulate it and transform it into something new. And who will better try and experiment to a new product rather than the ‘teenagers’? We figured there are bubblegum for adults and bubblegum for kids so we wanted to try to a different audience. We called our own product, “Supernova”.
The name comes from a star. A star has stages throughout their life. One of these stages is it transforms into a “Supernova”. A supernova briefly “outshine entire galaxies and radiate more energy than our sun will in its entire lifetime”. And like humans, when we reach our teens, this is where we find our passions and start to define what we want to do since they are going through puberty. The like to discover and explore. For this product, we created a user persona that will be our guide in creating this product as a whole. We imagined her to be full of energy, confused, unafraid to take risks, and starting to get by on her own.
We planned to introduce four flavors. I was also the copywriter. I based the flavor names from the stages of the star: “Melonebula” for melon flavor, “Minterstellar” for mint flavor, “Super Giant Cherry” for cherry, and “Astralberry” for blueberry. We’d love for pre-teens to try something new so we wanted to incorporate pop-rocks to our bubblegum design. The “pop-rocks” make every bite explode with a new and unique taste and texture that simulates their new feeling.
To launch our product, we created a three-month campaign that will happen from October to December. First, we would release print ads such as billboards, posters before the product launch. Weeks before the launch, our guerilla ads and flyers will make an appearance to make them experience the new feeling. We had elevator and train designs that would feel like you’re in a spaceship.
For the launch, we have two main plans. To tour schools and to held events. The event includes an exhibits where teens are free to discover ideas and create their own inventions. We would tour to high schools, fairs, and malls. When touring these schools, we would also bring new experience to them through a fair or even a show. There would also be free giveaways such as fold-able flyers, key chains and free tasting of the gums. To support the product launch, I also created an additional quick, short, and fun website where they can learn more and view the commercial and product. For our final product pitch to a judge, we also created a diorama of what the product launch and exhibit would look like.
One of the things we really want to feature in the product launch is the commercial. The story is about a teen who started to experience new things after tasting the gum. She walks by the mirror walls and sees a reflection of herself in the future and all of the possibilities. Her 18th birthday, her college graduation, her successful career as a CEO. A brief glimpse of being a scientist, a musician, being an astronaut. Finally, it ends with her own reflection in the mirror where she figures that she only need to discover and explore for a bright future.
You can peek at the quick website I made for the product by clicking the link below.