Wrigley's 5 Gum

CAMPAIGN OBJECTIVE

Our campaign objective was to break the rules of a crowded category to capture the hearts and minds of an increasingly indifferent audience of teens.

BUSINESS SITUATION

Gum sales among teens were in decline.

Teens and youth and young adults are the lifeblood of the gum category and critical to Wrigley's future growth, but past-week gum usage among this crucial segment had dropped from 2003–2006. When asked about brands in the category, teens recited an expected and generic list of category attributes, like breath-freshening or flavor duration, to describe them. Only Orbit, which has created a unique style and quirky humorous personality to engage teens, has built sustained emotional relevance with them. But overall, the category is populated by brands that have mostly failed to create affinity with teens.

Brands from categories other than confections had captured their hearts.