Grit (Live Brief)

This was a project (live brief) set by Born Ugly named "Sell the Unsellable". How do you add value to something that has little to no value? How do you create demand for something that nobody has ever asked for? Around 99% of the UK's retail sites have chewing gum stains on the infrastructure, the UK government spends around £7 million to clean it off our streets and 60% of chewing gum is made up of micro-plastics. In response to this brief I have created a sustainable chewing gum brand called "GRIT". Something that has never been seen before, GRIT recycles, sanitises and re-flavours to produce a new product that has also cleaned the street. The marketing behind the brand uses examples of "reverse graffiti" to emphasis how the brand is helping clean the pavements.