burger king.
Product Design
INSIGHT
People love Burger King’s famous flame-grilled taste, but don’t always have the ability to enjoy it.
IDEA
Allow people to experience the taste of royalty anytime, anywhere.
EXECUTION
Flame-Grilled Burger Gum.
PRODUCT DESCRIPTION
Experience Burger King’s iconic Flame-Grilled Whopper flavor anytime with our new Flame-Grilled Gum. We’ve turned the Whopper taste into gum that not only delivers the savory flavor but also offers actual nourishment—unlike ordinary gum.
Stay-at-home dads on lunch duty, career queens conquering the boardroom, outdoor enthusiasts craving that grilled taste…we see you. Whether you’re short on time or far from a Burger King, this gum is your go-to solution.
It might look like ordinary gum, but those grill marks hint at its flame-grilled roots. The sleek packaging fits easily into your pocket, and the biodegradable wrapper is even edible if you’re bold.
Have it your way, wherever, whenever.
THE LAUNCH
We’ll combine radio, pop-ups and a social challenge to announce the new product.
RADIO SCRIPT
We'll enlist the man, the myth, the planet’s most captivating wildlife narrator who can turn a snail’s slow-motion crawl into an epic adventure—Mr. David Attenborough—to do the voice-over for our product launch.
*Turn your volume up. Click for enjoyment.*
POP-UP STAND
Pop-up stands will appear on trails in national parks, showcasing that even when you're far from a Burger King, you still deserve a taste of royalty.
SOCIAL
We'll launch a social media challenge inviting fans to share creative videos or photos of themselves multitasking while enjoying Flame-Grilled Burger Gum. The most impressive or inventive entries will win BK prizes.
MOOD BOARD
Copywriter: Jordan Wissler
Art Director: Jordan Wissler