Chew Plants not Plastic

Client: Nuud

For founder-led start-up Nuud Chewing Gum, W Capital didn’t just launch Nuud as a healthy alternative, it chewed up Big Gum and spat them out – putting a spotlight on the public health scandal of existing chewing gum brands and making made Britain and the government question what it’s been unknowingly sticking in its gob since 1899.

Through a combination of science-based strategy and politically charged creative, we raised awareness of a filthy secret that the industry’s been hiding for hundreds of years, showcased Nuud as a healthy alternative, and descended on No. 10 to drive much needed change.

This is a story of how we launched it, shining a light on an impending health timebomb, earning the backing of 47 MPs, landing broadcast for days, all while landing multiple new listings at the likes of Ocado and Co-op – giving the public a viable healthy alternative, and the government a mouthful of truth that’s left it gagging for reform.