Wrigley’s Gum: Break Up With Lingering Food

Wrigley’s had a small local success with their Food Creatures, little pieces of food that hung around after your meal and wreaked havoc on your teeth, but there was the potential for them to be a lot more successful.

I was in charge of the redesign and redevelopment of the Wrigley’s Food Creatures for the global market. This was an extensive process to research a range of foods and characters that could be used around the world, an Italian will never drink a takeaway coffee!

I worked with eight production houses to fine-tune the characters until deciding that The Mill, London had the right amount of realism and humor to bring the vision to life.

My personal favorite is Espresso, she’s a little double shot of mean.