Mars Wrigley: Masterpieces – Chewed Up & Blinged Out

Dan Jividen, Marton Harsanyi

Mars Wrigley, a food brand, advertised its product, 5 Gum, to appeal to a younger audience by partnering with the popular musician, YUNGBLUD, to create jewellery out of his used chewing gum.

Campaign details

Brand: 5 Gum Brand owner: Mars Wrigley Entrant company: Weber Shandwick Idea creation: Weber Shandwick Chicago Market: North America (general region) Sector: Confectionery Media channels: Online video, Events & experiential, Word of mouth, Influencers, KOLs, Television & Connected TV, Social mediaBudget: 1 - 3 million

Executive summary

To reclaim gum’s throne in pop culture and get on Gen Z’s radar, we needed an experience with attitude. To do it, we dovetailed into one of our target’s most ardent fascinations: collector culture. 

So...

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