To mark Valentine’s Day, plant-based and plastic-free chewing gum brand Milliways asked viewers to show their love for the planet in their video advertising campaign ‘Life in Plastic’.
The video, which was created in-house by director Talya Galasko, shows a man preparing for his first date in a plastic world, chewing gum and constantly checking his breath. When his date arrives he discovers that she too is made of plastic.
The advert – which has been rolled out across TikTok, YouTube, Instagram and LinkedIn – ends with the statement, “Some things shouldn’t be made of plastic. Like your chewing gum.”
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It follows on from a previous successful campaign by the brand which last year showcased the character Felicity Plasticity and won best digital campaign at the CorpComms awards.
“Most people still don’t know that conventional chewing gum contains plastic, and through this short, we want people to understand the impact an action as simple as chewing a piece of gum can have on our bodies and the environment,” said head of brand and marketing Rosie Goddard.
“We hope it makes people smile, while also spreading awareness,” said Galasko.
Milliway’s, which was started in 2021, by South African entrepreneur Tom Raviv, produces chewing gum in four main flavours: Peppermint, Mighty Mint, Bubblemint and Watermelon.
The brand’s mission to contribute towards a plastic-free and sustainable world has already seen it gain listings in key retailers across the UK including Pret, Costa, WH Smiths and Whole Foods.
