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Impact

Ritualized: The Documentary – The London Screening

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The AA

How MSQ's joined-up thinking transformed a 120-year-old breakdown brand into a modern multi-service powerhouse with record market share gains.

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DRAX / Elimini

How MSQ's joined-up thinking built an unknown brand and its emerging category simultaneously – from zero to $80M pipeline.

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Howden

How MSQ's joined-up thinking made an insurance broker culturally relevant to corporate decision-makers through sport.

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Juniper Networks

How MSQ's joined-up thinking transformed AI networking promises into immediate business impact, with a 40% increase in orders.

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Kenvue / Neutrogena

How MSQ's joined-up thinking helped a legacy brand reclaim #1 market position with a new generation.

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Mack Trucks

How MSQ's joined-up thinking turned declining market share into 26% growth and America's biggest truck waitlist.

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Perrigo / Opill

How MSQ's joined-up thinking launched America's first over-the-counter birth control pill as a category-defining brand.

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Unilever / Lifebuoy

How MSQ's joined-up thinking transformed heritage authority into cultural relevance, and +43% sales growth.

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Very

How MSQ's joined-up thinking repositioned Very from competing on price, to winning on brand with best-ever EBITDA growth.

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VodafoneThree / SMARTY

How MSQ's joined-up thinking turned a price challenger into a culture brand, with +64% customer base growth in a declining market.

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Zalando

We developed a global strategy, featuring new partnerships and digital-first innovations, to showcase Zalando’s values and increase brand love.

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<h3>Our work saw a 15-20% sales surge, category penetration growth in 59 of 60 markets, and Mars Wrigley gum became the fastest-growing brand in Mars Confectionery – all while the gum category faced existential decline.</h3>
<p><br></p>
<h3><strong>The Momentum Challenge</strong></h3>
<p>The global Mars Wrigley gum brands, Orbit, Extra, Freedent and Yida (OEFY) faced category collapse. The global gum brand had weathered decades of success until COVID delivered a devastating blow. The pandemic didn't just hurt sales – it fundamentally destroyed the category's foundation.&nbsp;</p>
<p>The crisis was unprecedented: A 60% decline across the entire gum category as impulse channels vanished overnight. Traditional purchase drivers and consumption occasions disappeared. The once-reliable fresh breath positioning felt irrelevant in a masked world where social interactions had fundamentally shifted.</p>
<h3><strong>The Joined-up Solution</strong></h3>
<p><em>Rather than fighting yesterday's battles, we assembled a comprehensive team combining cultural intelligence, behavioural insight, brand transformation, and integrated design to fundamentally reimagine what gum could mean to a generation.</em></p>
<p>We uncovered the hidden emotional truth in the data. Our research revealed that 47% of consumers chew gum for a mental break –&nbsp;not fresh breath. This insight unlocked a complete reframe from outer-directed breath-confidence to inner-directed everyday mental wellbeing.</p>
<p>Instead of competing on functional freshness claims, we repositioned OEFY as a mental reset tool. A small but powerful moment to re-centre in an increasingly stressful world –&nbsp;speaking directly to Gen Z's wellness priorities.</p>
<p>Integrated execution across every brand touchpoint:</p>
<ul>
  <li>Design &amp; Identity: Liberated the logo roundel into a ‘Recenter-Ring' –&nbsp;a brand beacon marking the shift to mental wellness</li>
  <li>Typography &amp; Language: Created bespoke ‘chew la la' typeface with rhythmic, emotional characters featuring hidden smiles and winks</li>
  <li>Cultural Strategy: Moved beyond dental-freshness conventions to embrace vibrant, emotionally-driven brand expression</li>
  <li>Experience Design: Transformed every interaction from functional to joyful, bringing colour and emotion to a traditionally sterile category</li>
</ul>

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<h3><strong>The Momentum Delivered</strong></h3>
<p><strong>Explosive growth while competitors struggled:</strong></p>
<ul>
  <li>15-20% sales surge in France, making it the fastest-growing brand in the Mars Confectionery portfolio</li>
  <li>15% increase in sales across China, Germany &amp; UK</li>
  <li>Broke the $2.5 billion sales value barrier for the first time in three years</li>
  <li>Most effective redesign in Orbit's history, exceeding all targets</li>
</ul>
<p><strong>Category and demographic transformation:</strong></p>
<ul>
  <li>Increased penetration among under-30s target audience</li>
  <li>Boosted category penetration in 59 of 60 global markets</li>
  <li>Reversed category decline through fundamental repositioning</li>
  <li>Cultural leadership in mental wellness space for CPG brands</li>
</ul>
<p>The result was both immediate impact and long-term brand evolution –&nbsp;combining deep behavioural insight, cultural strategy, design innovation, and experience transformation to create unstoppable momentum for Mars Wrigley Orbit.</p>

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Mars Wrigley / Orbit Extra Freedent & Yida 

How MSQ’s joined-up thinking reversed category decline and established the fastest-growing brand in Mars’ portfolio.