Assignment 4 The Chicle Company has just developed a new chewing gum that represents a unique opportunity to capture a major share of the

chewing gum and candy market. This new product contains pepsin. While this is a well-known natural peptide that can help settle one’s stomach,

the amount of pepsin is not significant enough to have a medical effect. But the taste is surprisingly pleasant, and it is interestingly different from the

range of minty brands on the market. To develop this program, the following questions develop: What should the brand’s creative strategy be? What kind of advertising would you recommend? What kinds of media recommendation would you make?