Singapore famously banned the sale and import of chewing gum in 1992 to prevent vandals from sticking it on public property like train doors and elevator buttons. Breaking this law can result in a hefty fine. So, how did BBH Singapore get around this? They created a product that looks, tastes, and chews like gum but is made without a gum base. This technicality makes it legally permissible, allowing them to give Singaporeans the full gum-chewing experience without the risk of a fine.

The genius of this project lies in its branding and packaging design. The bright, eye-catching color palette of pink, purple, and blue immediately grabs your attention. The playful and rebellious tone is perfectly captured in the graphics, which feature doodles of stars, hearts, and arrows. The packaging boldly states, "FROM THE LAND THAT BANNED CHEWING GUM," making its statement loud and clear. The design cleverly leverages the very thing it's sidestepping—the ban—as its primary marketing hook.