MAD Republic Bubblegum
Randals Confectionery came to us to develop their new bubblegum brand. It started with an idea, and that is what we love doing the most! Working with an idea and turning it into something tangible. Their product samples were great, but it needed a face and a personality. From the strategy sessions we identified that the brand should be targeted at the youth and for this reason it needed to be bold and different. From our research and consumer insights we developed the the name Mad Republic. The Mad Republic brand stands for more than just a bubblegum. It stands for a way of life, and it represents the not so ordinary. The launch campaign invited the youth to join the Mad way of life by engaging on social media platforms like facebook and twitter. Mad pics were uploaded to the page showing their unique and creative activities. Together with a taste campaign in-store the Mad Republic brand has hit the shelves with a great success.