Atom Gum: Turning challenge into opportunity

Bitop Das Gupta

Campaign details

Brand Owner: PRAN Foods
Lead agency: Grey Advertising Bangladesh
Brand: Atom Gum
Country: Bangladesh
Industry: Confectionery
Media: Newspapers; Radio; Television
Budget: 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, consistent effort in promoting the product so tasty that you prefer to chew than talk and memorable communications in the same premise helped them to make people accept and prefer those two brands. The result – they became the reference point for chewing gum products and captured more than 90% market share altogether in the category during their presence of almost 10 years.