{"id":13861,"date":"2025-08-27T23:30:01","date_gmt":"2025-08-27T16:30:01","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/"},"modified":"2025-08-27T23:30:01","modified_gmt":"2025-08-27T16:30:01","slug":"bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/","title":{"rendered":"BBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum"},"content":{"rendered":"

BBH Singapore innovates Unthinkables! chewing gum<\/h2>\n

\u00a0<\/p>\n

Chewing gum is famously banned in Singapore. To mark the nation\u2019s 60th birthday, BBH Singapore has introduced what could be the country\u2019s first legal chewing gum: a product called Unthinkables!. It looks, tastes, and chews like gum, but is made without a gum base \u2014 a deviously lateral solution that makes it technically legal. The project is a statement about the creative agency\u2019s appetite for impossible ideas: those that make the unthinkable possible and tackle business problems with fame-driving solutions.<\/p>\n

BBH Singapore launches the \u2018chewing gum\u2019 for the nation\u2019s 60th anniversary<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

Sinagpore\u2019s water-soluable \u2018gum\u2019<\/h2>\n

\u00a0<\/p>\n

Collaborating with sugarcrafter Irene Chan of Oni Cupcakes, BBH Singapore<\/a><\/strong>\u2019s in-house Innovation Lab prototyped the perfect chewing gum, Unthinkables!<\/a><\/strong>. After trying over 60 combinations of flavors and chewiness-enhancing ingredients, they arrived at a final product: a hyper-chewy, flavored candy that is fully water-soluble. This ingenious solution sidesteps the country\u2019s strict gum ban while making a bold statement about creativity\u2019s potential to solve problems in unexpected ways.<\/p>\n

the water-soluble \u2018chewing gum\u2019 is technically legal in the country<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

This unique gum is a showcase in disguise. Each piece comes with a printed QR code that links to an equally unthinkable piece of work from the agency\u2019s portfolio. These include Heinekicks, a viral and award-winning campaign for Heineken that turned sneakers into beer-filled art, and Trapped, a full-fledged horror film created to launch travel insurance for Income.<\/p>\n

\u00a0<\/p>\n

As Sascha Kuntze, Chief Creative Officer at BBH Singapore, put it, \u2018Creativity lets us solve problems by making the impossible possible.<\/em>\u2018 Unthinkables! is a playfully subversive way to spark conversations about the creative potential of these ideas, proving that even in the most tightly regulated environments, innovation and wit can find a way.<\/p>\n<\/p>\n

Singapore banned the sale and import of chewing gum in 1992<\/p>\n

the \u2018chewing gum\u2019 ban has become synonymous with Singapore<\/p>\n

Unthinkables! looks like gum, tastes like gum and chews like gum, but is it gum?<\/p>\n

importing chewing gum can lead to a $10,000 fine in Singapore<\/p>\n

\t<\/p>\n

\n
\n
\n

Singapore\u2019s first chewing gum<\/p>\n<\/p>\n<\/div>\n<\/div><\/div>\n

\t\t<\/p>\n

Unthinkables! proves innovation and wit can overcome tightly regulated environments<\/p>\n

each piece comes with a printed QR code that links to an equally unthinkable work from the agency<\/p>\n

\t<\/p>\n

\n
\n
\n

the hyper-chewy, flavored candy melts like magic<\/p>\n<\/p>\n<\/div>\n<\/div><\/div>\n

\t\t<\/p>\n

Unthinkables! is made with no gum base, and is soluble in water<\/p>\n

Unthinkables! borrows the design language of candy advertising to brand the agency<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

project info:<\/strong><\/p>\n

\u00a0<\/p>\n

agency:<\/strong>\u00a0BBH Singapore<\/a>
\nproduct:<\/strong>\u00a0Unthinkables!<\/a><\/p>\n

The post BBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum<\/a> appeared first on designboom | architecture & design magazine<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

BBH Singapore innovates Unthinkables! chewing gum \u00a0 Chewing gum is famously banned in Singapore. To mark the nation\u2019s 60th birthday, BBH Singapore has introduced what could be the country\u2019s first legal chewing gum: a product … <\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[142],"tags":[],"yoast_head":"\nBBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum - Blog TSK<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum - Blog TSK\" \/>\n<meta property=\"og:description\" content=\"BBH Singapore innovates Unthinkables! chewing gum \u00a0 Chewing gum is famously banned in Singapore. To mark the nation\u2019s 60th birthday, BBH Singapore has introduced what could be the country\u2019s first legal chewing gum: a product …\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog TSK\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-27T16:30:01+00:00\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/cstc.vn\/blogtsk\/#website\",\"url\":\"https:\/\/cstc.vn\/blogtsk\/\",\"name\":\"Blog TSK\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/cstc.vn\/blogtsk\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/#webpage\",\"url\":\"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/\",\"name\":\"BBH singapore\\u2019s innovates country\\u2019s water-soluble unthinkables! chewing gum - Blog TSK\",\"isPartOf\":{\"@id\":\"https:\/\/cstc.vn\/blogtsk\/#website\"},\"datePublished\":\"2025-08-27T16:30:01+00:00\",\"dateModified\":\"2025-08-27T16:30:01+00:00\",\"author\":{\"@id\":\"\"},\"breadcrumb\":{\"@id\":\"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/cstc.vn\/blogtsk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"BBH singapore\\u2019s innovates country\\u2019s water-soluble unthinkables! chewing gum\"}]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"BBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum - Blog TSK","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/","og_locale":"en_US","og_type":"article","og_title":"BBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum - Blog TSK","og_description":"BBH Singapore innovates Unthinkables! chewing gum \u00a0 Chewing gum is famously banned in Singapore. To mark the nation\u2019s 60th birthday, BBH Singapore has introduced what could be the country\u2019s first legal chewing gum: a product …","og_url":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/","og_site_name":"Blog TSK","article_published_time":"2025-08-27T16:30:01+00:00","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/cstc.vn\/blogtsk\/#website","url":"https:\/\/cstc.vn\/blogtsk\/","name":"Blog TSK","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/cstc.vn\/blogtsk\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/#webpage","url":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/","name":"BBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum - Blog TSK","isPartOf":{"@id":"https:\/\/cstc.vn\/blogtsk\/#website"},"datePublished":"2025-08-27T16:30:01+00:00","dateModified":"2025-08-27T16:30:01+00:00","author":{"@id":""},"breadcrumb":{"@id":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/cstc.vn\/blogtsk\/bbh-singapores-innovates-countrys-water-soluble-unthinkables-chewing-gum\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/cstc.vn\/blogtsk\/"},{"@type":"ListItem","position":2,"name":"BBH singapore\u2019s innovates country\u2019s water-soluble unthinkables! chewing gum"}]}]}},"_links":{"self":[{"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/posts\/13861"}],"collection":[{"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/comments?post=13861"}],"version-history":[{"count":0,"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/posts\/13861\/revisions"}],"wp:attachment":[{"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/media?parent=13861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/categories?post=13861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cstc.vn\/blogtsk\/wp-json\/wp\/v2\/tags?post=13861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}