Gen Z are under a lot of pressure, particularly those ages 14-17 who are dealing with school stress, studying for exams and navigating the world with increasing social pressure in both real and digital spaces. Research has shown that chewing gum for 20 minutes a day is sufficient to exert beneficial effects on an individual’s perceived stress and wellbeing. Our goal is to prompt teens to recognise and act on their stress in overwhelming situations. This will tie the brand with the act of taking a break to overcome the micro- stresses of everyday life.