REGIONAL FOCUS - SINGAPORE


importantly, chewed like gum, while still remaining fully soluble. In the end, formulation became a delicate


balancing act: a dance between classic candy flavours that evoked “gum,” a form factor that was unmistakably gum-like, and a mouthfeel that completed the illusion, even though it was, in reality, a hyper-chewy candy.


How did you balance the sensory expectations of traditional gum—flavour longevity,


chew


texture—with the constraints of Singapore’s gum regulations? If there’s one thing everyone knows about Singapore, it’s that chewing gum is banned. The law was introduced in the 1990s as a way to curb littering and to stop vandals from jamming wads of gum into the automatic doors of subway carriages. We felt this iconic, if unusual,


rule was the


perfect canvas to demonstrate the power of creativity to solve any problem To truly tackle the challenge, we had to be


uncompromising in recreating the sensory expectations of chewing gum as people know it. The look, the feel, the smell, the taste, and the chew all had to come together to make an instant impression. What’s fascinating about the human mind


is how good it is at completing an experience based on expectations and preconceived notions. No one actually knows what a “gum base” tastes like; they simply know that gum is chewy, sweet, and bursting with flavour. Add to that the rectangular shape of gum and the ritual of unwrapping each piece individually, and you get the complete sensory experience of gum. In reality, the product contains no gum base at


BBH ENVISIONS THE ‘GUM’ AS A WAY TO SPARK


CONVERSATIONS ABOUT THE CREATIVE POTENTIAL OF UNTHINKABLE IDEAS – IDEAS THAT MAKE THE IMPOSSIBLE POSSIBLE AND TACKLE


BUSINESS PROBLEMS WITH FAME-DRIVING SOLUTIONS


all. It’s a fully soluble candy that can be swallowed safely, yet it delivers the full gum-chewing experience. In doing so, we were able to craft something that both honours the spirit of the law and gives Singaporeans their long-denied gum fix.


The product underwent more than 60 prototype iterations. What key ingredient or process unlocked the final breakthrough? We don’t want to spoil the magic too much, but we can say the process was as much about balancing flavour, texture, and colour as it was about maximising chewiness. At one point, we experimented with exotic


twists: an all-black “gum,” a version sprinkled with Pop Rocks, even a chilli-crab flavour (a cheeky nod to Singapore’s national dish).


• In 1992, Singapore banned the sale and import of chewing gum to stop vandals from sticking it on train doors, elevator buttons, and keyholes.


• If you break the law, you could be fined anywhere from $500 to $100,000, depending on how badly you mess up.


• The ban became so iconic that “chewing gum” is still one of the first things foreigners bring up when talking about Singapore.


• In 2004, “therapeutic gum” (like nicotine gum) was allowed— but only if you get it from a doctor or pharmacist.


Fun facts about chewing gum in singapore


But we quickly realised that the further we strayed from what people instinctively associate with gum, the harder it became to convince them that it was gum. Another critical part of the process


was the shape and packaging. We tested a variety of forms and design directions, but ultimately, it wasn’t just about appearance. The ritual mattered: tearing open a pack, picking out a piece, unwrapping it, and even feeling the faint powdery coating on the strip; all of these small cues combined to make the experience believable.


Partnering with an artisan sugarcrafter like Irene Chan is unusual for a marketing agency. How did her confectionery expertise inform product innovation? At BBH, we believe the best ideas are born from collaboration: none of us is as good as all of us. The right partner, artist, or craftsperson


AUGUST/SEPTEMBER 2025 • KENNEDY’S CONFECTION • 17


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