Campaign details

Brand: 5 Gum
Brand owner: Mars Wrigley
Agency: MediaCom China
Country: China
Industry: Confectionery
Media channels: Events & experiential, Gaming & in-game advertising, Merchandise & free gifts, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Point of purchase, in-store, Sales promotion, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

5 Gum is an international chewing gum brand, and one of many looking to boost market share in a category that is fast-declining in China (down 10% in 2017). There is one market that shows no sign of decline, however, and that is mobile gaming.

Mobile gaming has become a national sport in China – there are now more than 620 million gamers. That's almost half the entire population, with younger audiences spending hours on these platforms.