The Gum That Shouldn’t Exist—But Does

BBH Singapore - Unthinkables

In Singapore, some rules are legendary. The chewing gum ban, in place since 1992, is one of them. Break it, and you could face fines so steep they make headlines. For decades, the act of chewing gum has been synonymous with rebellion—until now.

On the nation’s 60th birthday, BBH Singapore decided to rewrite the narrative. They launched Unthinkables!, a gum that isn’t gum—at least not in the eyes of the law. Crafted from a hyper-chewy, water-soluble candy, it delivers the full chewing experience while staying on the right side of Singapore’s strict regulations.

This isn’t just a product. It’s proof that with enough creativity, even the most unbreakable rules can be bent.

Why Does a Creative Agency Make Gum?

BBH Singapore is not trying to corner the candy market. Unthinkables! is a bold marketing statement disguised as a sweet treat. Each piece comes with a QR code that takes you to the agency’s most daring campaigns—like beer-filled sneakers for Heineken and a horror film created to sell travel insurance.

By using a piece of candy to tell their story, BBH shows how ideas can be as unexpected as they are effective. The gum is less about chewing and more about sparking conversation—about what’s possible when boundaries are challenged.

Creativity That Bends the Rules

Chief Creative Officer Sascha Kuntze explains it perfectly:
“It’s unthinkable to launch a chewing gum in Singapore. But that’s the point. Creativity lets us solve problems by making the impossible possible.”

That philosophy is at the heart of the campaign. It’s not about breaking the law; it’s about finding ingenious ways to work within it while still making a statement that people can’t ignore.

A Bite of the Impossible

The gum ban in Singapore was introduced to prevent vandalism caused by careless disposal. Even today, fines range from $500 to $100,000, depending on the offense. In 2004, therapeutic gums like nicotine patches became exceptions, but only under strict medical supervision.

Against this backdrop, Unthinkables! is more than a quirky invention. It’s a cultural wink. A piece of candy that gives Singaporeans the joy of chewing without the fear of punishment—and a reminder that the most memorable ideas often emerge where others see only barriers.

So if you ever get your hands on a piece of Unthinkables!, chew slowly. You’re not just tasting candy; you’re experiencing an idea that dared to challenge the impossible.

CREDITS

Agency: BBH Singapore

Chief Creative Officer: Sascha Kuntze

Executive Creative Directors: Janson Choo, Khairul Mondzi

Associate Creative Directors: Nico Tangara, Luke Somasundram

Art Director: Jia Min Tan, Shumin Leow

Copywriter: Natalie Shauna

Head of Production / Executive Producer: Wendi Chong

Producer: Isabelle Lee

Managing Director: Sid Tuli

Chief Strategy Officer: Stéphane Missier

Head of Growth: Siying Goh