Chewing gum has various beneficial qualities, from aiding digestion and supporting oral health to managing stress, so it seemed logical for Get More to add a daily dose of vitamins to the benefit list. The product features a bold new brand look derived from the vitamin ‘pill’ device used in the logo. Adding a multicolour theme emphasises the multivitamin boost and gave us the opportunity to get more impact on shelf against regular chewing gums.
Tesco launched GetMore Gum into 900 of it's larger stores and were so pleased with the sales that a further 1100 Express stores now carry the products, along with The Soho house group, independent retailers, and university sites.
Feedback from retailers has been that the chewing gum category has been crying out for this type of true innovation for many years.