Breaking Glass for Better Chews: Inside the Milliways “Gumergency” Takeover
At Milliways, we believe fresh breath should never come at the cost of the planet — which is why we launched our attention-grabbing “In Case of Gumergency – Break Glass” street campaign across major UK cities.
These bold blue Milliways Gumergency Boxes were installed in high-traffic urban locations to spotlight a surprising truth most people don’t know: over 90% of gum on the market is made from plastic. Yes, the gum you grew up chewing is basically a single-use plastic.
Milliways is different. Our gum is plant-based, plastic-free, biodegradable, and packed with long-lasting freshness in natural flavors like Spearmint, Peppermint, and Bubblemint.
Why the Gumergency?
Because breath doesn’t plan ahead, and neither should the planet suffer when it hits.
The campaign was designed to:
Wake people up to the hidden plastic problem in mainstream gum
Introduce Milliways as the plastic-free alternative that actually tastes incredible
Deliver a spark of delight and disruption in dull urban commutes
Make sustainability fun, punchy, and unmissable
The Street-Level Impact
Commuters, creators and eco-curious passersby couldn’t resist snapping photos and sharing them online, organically turning Gumergency Boxes into viral micro-billboards.
Paired with QR codes and product availability in Waitrose, Planet Organic, Boots, Whole Foods and more, the campaign bridged the gap between offline surprise and online discovery , activating fresh fans for Milliways across London, Manchester and beyond.
Plastic-Free Gum Is the Future
If you haven’t tried Milliways yet, now’s the time. We make gum for people who love the planet as much as clean breath.