European gum brand Stimorol is set to revitalise the gum category with the relaunch of its entire range featuring a new visual identity and packaging design by the London office of strategic brand and packaging agency Bulletproof. The rostered agency was appointed by brand owner Mondelēz International in September 2014 without a pitch. First launched in Denmark in 1956, Stimorol is now the market leading gum brand in Northern Europe. With such an extensive portfolio including Classic, Ice, Fusion, Fresh Zone, Senses, Air Rush and 40 Minutes variants, the current range architecture had started to look fragmented and disparate, lacking real brand impact on shelf. Bulletproof was briefed to create a new visual identity and portfolio architecture that would ‘make Stimorol cool’, driving consumer reappraisal and positioning it as the new, fresh and contemporary lifestyle accessory for Millennials, while ensuring ease of range navigation for shoppers.CreditsCreative Director: Bulletproof