There are very few decisions in life as unconsidered as which gum you buy. You reach for what you know, throw it in the basket, and move on. Today The Brave and LA Gum saw an opportunity in that.

Their campaign, Chews Different, is a nudge to pick the more interesting option. The one you might not usually choose. A little reminder to break from the default. Because when a gum delivers a genuine sensory twist, with flavour bursts you can see, even a small difference has the potential to become something more meaningful.

The campaign brings this to life through a series of everyday prompts, reframing the small decisions people usually don’t think twice about. From what you wear, to what you order, to the moments you’d normally default your way through.

“We’ve had heaps of it in the office, and it’s genuinely just… different – in the best way possible,” stated Vince Osmond, creative partner at Today the Brave. “The feel, the flavour, the whole experience really does just chew different. And when the product truth is that strong, the job becomes about turning that surprise into a feeling people want more of.”

The campaign will run across out-of-home, social and radio. 

“Gum is one of the last impulse purchases that’s genuinely driven by habit rather than preference. Most people couldn’t tell you why they buy what they buy – they just do. LA Gum actually gives them a reason to stop and reconsider and to Chews Different, whilst also bringing new customers into the category with LA’s functional benefits,” added Mitchell Richard, director at LA Gum.