REGIONAL FOCUS - SINGAPORE
can make the difference between good and extraordinary. Working with Irene gave us exactly that edge. Her deep expertise in candy-making, paired with her instinct for innovation and fearless creativity, helped turn a bold idea into a truly exceptional product.
Flavour is critical in confectionery. How did you approach the flavour development process for a product that also had to make a creative statement? We approached development with both rigour and playfulness. On one end, we tested the classics like mint or fruit, the flavours that instantly signal “gum” to most people. On the other, we pushed boundaries with wild exotic flavours – like chilli crab, durian, miracle berry and even chocolate. The real magic, though, came from involving
the entire agency. One of BBH’s strengths is the diversity of our people – different backgrounds, different cultures, different memories of gum. We turned everyone into beta tasters, gathering their instincts and reference points for what gum should taste like. Through dozens of tastings (which no one
complained about), we learned that the closer we stayed to the familiar “gum” spectrum, the easier it was for tasters to buy the story. That feedback ultimately guided us to the flavour profile that best recreated the authentic gum- chewing experience while still making a bold creative statement.
Unthinkables! is both a co fectionery item and a brand communications tool. How do you measure its success in each of those roles? At BBH, we thrive on hijacking cultural moments, sparking conversations that matter and giving brands a voice in stories already unfolding. This gum project has done exactly that: a playful provocation that captured attention, ignited debate, and showcased our commitment to work that can’t be ignored. More than just a creative stunt, it’s also a one- of-a-kind love letter to the city we call home.
Regulatory compliance is a
major factor in food product development. How did you ensure full alignment with Singapore’s strict gum legislation? The “gum” is made without a gum base and instead uses a hyper-chewy flavoured candy that’s fully water-soluble. It’s chewing gum without the chewing gum, a simulation of the experience.
From an industry perspective, what lessons can confectionery brands take from this case study about product- driven storytelling? Product-driven storytelling is something we’ve always loved at BBH Singapore. In the past, we’ve
18 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025 WE WERE REVERSE-
ENGINEERING A CHILDHOOD MEMORY, TRICKING THE EATER INTO FEELING AS THOUGH THEY WERE CHEWING REAL GUM
created beer-filled sneakers as a smooth fashion statement for Heineken, and we’ve turned a virtual fruit into a real-world snack for Riot Games. These kinds of products don’t just stand out
from the competition; they give audiences fresh, memorable ways to connect with a brand’s message and point of view. Most of all, telling a story with a product is an unexpected zag. And zagging where the world zigs is at the heart of everything we do at BBH.
The QR code integration adds a digital engagement layer. How do you see such tech-meets-treat innovations evolving in the confectionery sector? Tech-meets-treat innovations are opening up entirely new ways to engage audiences, with the potential to move from simple add-ons like QR codes to experiences that blend physical products with digital storytelling or gamification.
Looking ahead, do you envision adapting this formulation or concept for other markets with unique confectionery restrictions or cultural taboos? Truth be told, this particular product is made for Singapore and only makes sense in Singapore, the country that banned chewing gum. You wouldn’t need a gum that isn’t actually gum anywhere else. However, we love the idea of creating a unique candy for every country in the world, playing on something unique and specific about that market or place. So much of what we consume today is made
to be generically universal, but something magical happens when you get hyperlocal and deeply specific, crafting something with a story tailored to the world it lives in. With that being said, we’re always on the
lookout for new partners, so drop us a line if you want to create something impossible to ignore!!
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
