2013 Winners & Shortlists

Results and Effectiveness

We succeeded in positioning new 5 GUM as a brand that ‘Stimulates your Senses’. 81% of chewing fans now associate 5 as a brand that ‘Stimulates your Senses’, whilst 90% agree it’s a gum they ‘want to be seen with’. From a business perspective, sales volume of 5 GUM jumped to 14% at launch, even boosting Wrigley’s total volume by 6%. In fact, after years of category decline, the launch of 5 reversed the trend by growing the total gum category by 5%. Finally, after aiming for a 5% category share, 5 has now captured 8% of the gum market.

Creative Execution

Central to Sound of 5 was a partnership with superstar music producer DJ Dany Neville who kicked the campaign off. Using video call-outs on social media, Dany explained and provided instructions to fans on how to submit their interpretation of what the Sound of 5 should sound like With tracks flooding in, Dany earmarked potential sounds before inviting two winners into his studio – mixer Patrick Carrera and vocalist Rasika Thapa. Following their experience, a 5 film-crew documenting everything into in a branded webseries. ‘Turbulence’ eventually became the official Sound of 5 - with Dany debuting the track on his hit radio show. We then kept momentum going with another sensory experience, tapping into the sense of ‘sight’ - asking fans to design artwork for Turbulence using their own sensory pictures. By launching 5 GUM using the sensory stimulation of sound, we positively connected teens with the brand.

Insights, Strategy and the Idea

Identifying an opportunity to revive the declining gum market, Wrigley created 5 GUM – a brand teens could recognize as a legitimate lifestyle brand. With sleek packaging, colored sticks and unique taste, it would provide teens with a gum they would be proud to be seen with. 5’s positioning of ‘Stimulate your Senses’ - encourages people to embrace new experiences into the unknown…..something which is part of growing up. With the essence of 5 and experimental traits of teens such a fit, we needed to find a hook to bring it all together. Research told us the biggest ‘sense’ shaping teen lives is sound. Music is of the upmost importance to their everyday life. This led us to focus on sensory stimulation of sound to positively connect with teens. Our idea was to Stimulate teen Senses by inviting them to produce a Sound to become the brand track for 5.