5 Gum: Regrets to Fight Regret

Shortlisted, National Strategy, 2019

5 Gum, a brand of sugar-free chewing gum, increased sales among young people in the US by launching a digital program that inspired them to live in the moment.

Summary

Launched in 2007, 5 Gum quickly became a half billion-dollar brand by defying category conventions and focusing on teens' and young adults' desire to experience new things. But as the brand aged, it slowed down. In 2015, we developed a new brand platform—Life Happens In 5—to stem those declines and regain brand growth.

In 2018, to boost the new platform and help change the trajectory of the brand, we developed a digitally focused program that would create a deeper, more meaningful connection with our teen and young adult audience.

The program, called "Regrets to Fight Regrets...

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