Reframing problems
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This document proposes three ways to creatively reframe chewing gum as a dietary aid to help people lose weight: 1) Package and promote gum as reducing the urge to eat by keeping people chewing; 2) Develop gum that delivers a weight-loss drug similar to nicotine gum; 3) Create gum that changes color the longer it is chewed and link an app to let people earn points redeemable as rewards for longer chewing sessions and less eating.
Reframing problems
- 1. Reframing Problems Spark a Revolution: Chewing Gum
- 2. Creatively reframed the way we think of chewing gum? • Package and promote gum as a dietary aid. If you are chewing gum you are less prone to eat. • Use gum as a delivery system for a weight-loss drug. • Use gum as a positive reinforcement vehicle
- 3. Package and promote gum as a dietary aid. If you are chewing gum you are less prone to eat • Take a popular brand of gum and do a line extension where you package and promote gum as a dietary aid.
- 4. Use gum as a delivery system for a weight-loss drug. • Work with the newly approved weight-loss drug Belviq® to integrate the approved molecule into the gum’s formulation. • This would be very similar to nicotine-gum launch
- 5. Use gum as a positive reinforcement vehicle • During the formulation, the gum will change colors the more it is chewed. • The range of colors will correspond to the length of time chewed (aka not eating) • Ipod app would let you snap a picture of the color and “earn” points for different shades. • User could then redeem their points as a form of positive reinforcement.