This document provides a situation analysis and marketing plan for a gum brand. It identifies opportunities to position gum as a valued, functional product for stress relief. The objectives are to increase gum awareness by 25% and social media engagement by 20% by March 2018. The strategies include utilizing social media to encourage millennials to see gum as an easy way to unwind, and generating positive press through partnerships. Tactics include an Instagram activation for philanthropy, a Facebook rap contest partnership with Travis Scott, and revealing new packaging in January supported by a social media campaign. Progress will be tracked through social and traditional media metrics and engagements.