5 Gum: Truth or Dare Challenge

This case study describes how 5 Gum, a youth chewing gum brand in the USA, turned its packaging into a game of Truth or Dare to re-engage its core consumer.

5 Gum: Truth or Dare Challenge

Principal authors: Allison Arling-Giorgi and Elke Anderle, Energy BBDO Contributing authors: Larry Gies and Matt Sundstrom, Energy BBDO

Introduction

In 2014 we had a game-changing idea for 5 Gum. We transformed our packs into games of Truth or Dare that would give teens and young adults a reason to engage with the brand again. But we didn't stop there; we also gave them a way to earn the social currency they crave by making the in-pack game more social. The result? Our program contributed to a phenomenal 17% lift in sales velocity...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands