Stimorol re-ignites the gum category

Stimorol is SA’s leading gum brand, but the category is in decline. To get GenZ
chewing, we created a “story-doing platform”. Flow.Lab was a series of

masterclasses and studio sessions created to empower GenZ music makers and to
reach music makers. The campaign leaned into culture in a relevant way, sparking
immediate category growth and earning reach and relevance.