La Gomme à Mâcher, the take off and landing chewing gum, a new offering by Air France
Posted on 2017 Jul,10

As all travelers know, take-off and landing can sometimes cause discomfort, as the cabin pressure can clog passengers' ears. The chewing action helps balancing this internal ear pressure and ease things. To make the travel experience more enjoyable, Air France decided to take care of its customers' ears.

With the help of its agency BETC, the airline has created its own French chewing gum “La Gomme à Mâcher” to offer to its passengers on board. Two original flavours are available, both embody French-style pleasure and savor faire: pistachio-macaroon and crème brûlée. 

This new product, which is made in France and is 100% natural, will be available on specific flights and on offer at various Air France lounges at Paris-Charles de Gaulle.  It will also be be on sale on Air France Shopping  and at Colette in Paris.

This unexpected brand extension is sure to offer a distinct value to customers while leveraging the brand's image, it is also an opportunity to produce sales thanks to the chewing gum's distinctive taste and the creative appeal of the product.


Campaign: La Gomme à Mâcher

Brand: Air France

Ad Agency: BETC Paris

CCO: Remi Babinet

ECDs: Ivan Beczkowski, Jasmine Loignon

CDs: Marie-Eve Schoettl, David Soussan

Creatives: Chloe Perignon, Chrystel Jung

AD: Nathan Brunstein

Director: Flaminguettes

Production Company: RITA