Groov Gum: Immuno Gum Rebrand

Immuno Gum, a competitor of ColdFX, is an immune-boosting product that is convenient and effective. 

The Challenge

Rebrand Immuno Gum as a lifestyle product that is targeted towards active professionals. 

The NEW Focus 

Market a product towards young professionals who don't want to miss a moment. Groov represents a positive attitude for those who are socially active and confident. Groov has three flavours that shows different aspects of life: 

  • FREEZE MINT for OUTDOOR ADVENTURE
  • BERRY FUN for URBAN NIGHT LIFE
  • CITRUS CRAZE for CULTURAL ENTERTAINMENT

Target Audience

25-35 young professionals who live by the mantra "work hard, play hard". They are social people who know how to enjoy life. They want to be immunologically robust and be able to take care of themselves when they are busy.


Ad Campaign- Stay in the Groov 

According to different flavours, each ad accents a scenario of people who are confident and adventurous. Each poster will lead the demographic to Groov's website where they can upload and share their photos of fun moments.

Promotion- Groov Photo Booth

The Groov photo booth will be placed during festivals in Calgary. The booth features different props that encourages people to have some fun.