Pür gum advertising campaign

Client

Pür Gum

Role

Designer

Description

I started by identifying a strong, ownable visual metaphor for PÜR’s existing tagline, Kick Aspartame. From there, I explored ways to express the idea literally through motion and energy, using athletes mid-kick and thought this could be shown in many ways.The design system was kept intentionally bold and minimal, relying on high-contrast brand colours, strong typography, and clear hierarchy to ensure the message lands quickly across both social and out-of-home formats. Each execution was designed to feel cohesive while remaining flexible for different placements and audiences.

After establishing Kick Aspartame as the bold, disruptive headline, I wanted a supporting line that softened the message and spoke to everyday choice. Chew What You Love was developed to reframe the idea of “giving something up” into a positive, empowering decision.

Overall, Pür's tone of voice is very playful and energetic, so I alligned the advertsiments to match this feeling, and fit well with the brand.