Milliways, a plant-based, plastic-free chewing gum brand, has launched a new ad to inform the masses that they don’t realize they’re chewing the same plastic found in plastic straws, plastic bags, and plastic bottles.
Milliways’ latest creative humorously tells consumers to “stop what you’re chewing”. Tom Raviv, founder at Milliways said the company’s mission is to make great tasting, plastic-free chewing gum that delivers sustainable quality without compromise for the planet. “This requires enormous effort when most consumers don’t know that big brands use plastic ingredients in their chewing gum. Not to mention the artificial additives and ingredients that go into their recipes too. The sad reality is that billions of pieces of gum are chewed every year, and the vast majority of it is made with single-use plastic that isn’t recyclable and never biodegrades.”
Raviv said with Sky Media’s reach and Milliways’ planet-friendly products, the brand is ready to create a sustainable mass change in behavior by informing consumers in a way that raises a smile at the same time.
Talya Galasko, director, said this is the third campaign and first TV as he shot for Milliways. “It’s been so exciting developing a distinct tone and visual language with the brand and seeing that come to life on TV screens across the country. It’s undeniably fun and eye-catching, and gets across a serious message in an approachable way.”
Sarah Jones, director of planning at Sky Media, said it’s really shocking that most gum is made of single-use plastic – who would want to eat that! “The judges loved the Milliways entry because it’s a disruptor brand with such a simple swap for consumers to practice more sustainable behaviors. We have loved watching the brand on its Sky Zero Footprint Fund journey and are really proud of the creative that they’ve produced as a result.”
Jones applauded Milliways’ creative as brilliantly funny and distinctive. “It tells their story in a memorable way that’s sure to cut through. We can’t wait to see the impact that the TV campaign will have on the brand’s growth, and on changing people’s gum purchasing habits.”
Milliways was Sky Media’s 2023 Sky Zero Footprint Fund finalist.
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