Air France differentiates with decadent gum

17.07.2017 Food : Travel : Branding
La Gomme à Mâcher by Air France and BETC, France

France – The airline has launched a pistachio-macaron and crème brûlée-flavoured chewing gum.

Tapping into two quintessentially French flavour profiles, Air France has created in-flight chewing gum to help passengers to relieve ear pressure during take-off and landing.

The newest addition to the brand’s France is in the Air campaign is free for passengers flying from Charles de Gaulle Airpor to Los Angeles and San Francisco, as well as premier and business class passengers in the airline’s airport lounges.

‘We looked at what could be perceived as pain points by the passengers and we tried to come up with creative solutions that could enhance the quality of service offered by the airline company,’ Tiphaine du Plessis, managing director of creative agency BETC, which helped to create the campaign, explained to AdFreak.

The Big Picture

  • Airlines looking to attract new customers to first-class flying are diversifying their offering to highlight the difference between first and business class. For more, see our First-class Flight Market
  • With its use of unusual, high-end flavours, Air France has created a desirable piece of merchandise that serves as an intriguing extension of its brand