Atom Gum: Turning challenge into opportunity

This case study describes how Atom Gum, a chewing gum brand, successfully increased its share of the Bangladeshi market.

Atom Gum: Turning challenge into opportunity

Bitop Das Gupta

Campaign details

Brand Owner: PRAN FoodsLead agency: Grey Advertising BangladeshBrand: Atom GumCountry: BangladeshIndustry: ConfectioneryMedia: Newspapers; Radio; TelevisionBudget: Up to 500k

Market background and cultural context

Atom Gum is a chewing gum brand of PRAN Foods Ltd. – a subsidiary of one of the fastest growing conglomerates of Bangladesh.

However, the chewing gum category has been established in Bangladesh by Perfetti Van Melle with their two brands Centre Fresh and Centre Fruit. Innovation of mint flavoured liquid filled gum,...

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