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...