Campaign details
Brand: 5 GumBrand owner: MarsEntrant company: MediaCom ShanghaiIdea creation: MediaCom, ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Events & experiential, Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Mobile & apps, Packaging & design, Public relations, Sponsorship - sports,TelevisionBudget: 3 - 5 million
Executive summary
Five as a new brand in China urgently needed to break through a new way to the weapon itself with new competitiveness in the gum category and win youth's attention. It took gaming as an area to stand out...