A n d r e w s G u m W o r l d

Chewing gum - thanks to General Antonio de Santa Anna!,
originally uploaded by twm1340.

 To read the words (and history) that goes with this image, click here.

IMAGE: Users Experiential

In our post earlier today, we shared a (widescreen!) video featuring part of an innovative chewing gum campaign conducted by Mentos Gum in Canada earlier this year.

Hessie Jones’ Toronto-based blog hessiej.com goes behind the scenes of the campaign, which encouraged consumers to suggest what they’d do to make the world go rounder. As Jones notes in her post, the campaign was designed to focus on life’s simple pleasures:

The premise: Make Your World Go Rounder was meant to be light-hearted and fun, and make Canadians smile by reminding them about life’s simple pleasures. According to Alison Neil of Cossette [the agency that created the campaign], “In the competitive and cluttered gum market we wanted to bring attention to a product feature of Mentos Gum, their roundness (the only round gum on the market), hence “make your world go rounder… we certainly consider this campaign to be non-traditional. We decided to develop an experiential/User Generated Content campaign to engage consumers, develop a dialogue with them and enhance their brand experience.”

The campaign included a website where individuals could post their own suggestions (a screen capture of the website is above), and the winning suggestion included what became a fun park for grown-ups (complete with inflatable slides) in Yonge-Dundas Square in Toronto this past August.

Jones’ post includes a video of the winner of the contest, Danielle Lamarche, and the fun in Toronto that grew out of her idea…

Chewing Gum Vending Machine_Hellas, originally uploaded by penjelly.

 
Lotte Green Gum Machine, originally uploaded by kshibano.

We can thank Greek engineer/mathematician Hero for creating the first vending machines in 215 BC (coins for holy water).

In 1888, the first US vending machines made their appearance on New York City subway platforms, thanks to a familiar force in the history of gum: Thomas Adams.

There’s a great site called gumballs.com which provides an overview of chewing gum itself and, as you might guess, the history of gumball/gum vending machines, including these insights:

Vending machines finally made their United States debut in 1888 when the Thomas Adams Gum Company installed machines on subway platforms in New York City that vended Tutti-Frutti gum. In 1897, the Pulver Manufacturing Company added animated figures to their vending machines, which provided added entertainment for the customer as the figures would move once coins were deposited into the machine.

Arithmetic, originally uploaded by kunja.

We’re always fond of research that shows chewing gum makes you, well, smarter.

Earlier this year, the Los Angeles Times reported on a research project funded by Wrigley at the Baylor College of Medicine. Those who took part in the study either chewed sugar-free gum during math class, during math homework, during math tests, or they didn’t chew gum at all.

After 14 weeks, the students took a math test and had their math grades assessed. As the Times reported:

Those who chewed gum had a 3% increase in standardized math test scores and had final math grades that were significantly better than the other students. Teachers observed that those who chewed gum seemed to require fewer breaks, sustain attention longer and remain quieter.

While the research didn’t fully explain what the relationship was between gum chewing and math improvement, the lead researcher on the study, Dr. Craig Johnston, said that “there is research demonstrating an increase in blood flow in the brain during chewing.”

The study was presented at the Annual Meeting of Experimental Biology 2009 in New Orleans this past April.