Nuud has emerged as challenger brand – a revolutionary eco-friendly, plant-based plastic-free alternative to chewing gum. It biodegrades like a banana skin and has an award winning fearless and fun brand design that has reshaped its identity.
With 95% of UK streets stained by chewing gum, Nuud’s purpose was revolutionary but was struggling to communicate this unique proposition and stand out in retailers and reaching consumers. A brand re-design was launched in March 2021 to position the product with a more striking design, raising awareness that most chewing gum is a single-use plastic, while simultaneously communicating that it is an environmentally friendly alternative. It’s bold graphics and strapline educate on the pitfalls of ordinary gum and the unique selling point of Nuud.
Following the rebrand, Nuud’s sales grew 900% year-on-year and in 2022 the equivalent of 3,750,000 plastic straws were saved from entering the environment by consumers purchasing the brand rather than regular gum. Nuud’s rebrand won a prestigious DBA Silver Design Award in 2023.
The success hasn’t just impacted sales but transformed the business, expanding the team and gaining external investment from Candy Kitten, recognising the brand’s commitment to environmental sustainability and popular appeal.
Seriously, who knew about this? It has all the hallmarks of a well-thought-out challenger strategy. The intention is to disrupt and create an element of category controversy. For those who remember the seminal work of Jack Trout & Al Ries ‘Positioning: The Battle for the Mind’, this follows one of their ‘rules’. They stressed that a great positioning should not just position your brand, but also re-position your competitors. Nuud does this by referencing a potential burning platform most of have never considered – plastic in chewing gum. The line: ‘Chew plants not plastics’ has echoes of the ‘from oats not cows’ school that Oatly used to great success. Nuud’s key challenge is to make sure its products meet the core category needs of taste, freshness and confidence and to stand out, hence the striking, distinctive packaging. Sustainability is important to many consumers but not all, and whilst it can act as a differentiator, it is not a fundamental reason to enter the category. Finally, as we always highlight, never underestimate the response of competing brand owners. If plant-based gum or plastic content become a defining issue… watch this space. Here you see the competitive process in action, with brands playing the leading role.