5 GUM: #TeamClutch

5 Gum, a chewing gum brand, partnered with livestreaming platform Twitch to reach Gen Z with its Team Clutch Campaign.

Campaign details

Brand: Twitch, 5 GUMAgency: MediaComMarket: Australia

Executive summary

Gen Zs are big into chewing gum. However, it is getting increasingly harder to reach them through traditional channels. So, how can a chewing gum brand foster a meaningful connection with its audience in a new and exciting way?

Simple. 5 Gum teamed up with Twitch to launch Team Clutch, an elite squad made up of Australia’s favourite Twitch streamers. The 26 hours of streams were full of clutch moments as the campaign exceeded performance, topped the Australia charts as the #1 most viewed stream,...

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