According to the Amazon reviews some people really do not like the taste of it; but I think I can play off of it by using that to my advantage. I am thinking of placing a display ad in a local weekly with something like this:
"Military Gum...the tuffest gum on the planet"
"Military Gum....If it's tuff enough for our soliders, It's good enough for you"
"Ask for the Gum the U.S. Military uses!" (BTW it is used by the military)
I want to try and play up the exclusivity of the gum. Kind of like "it's not for everyone...only those who can handle it".