Campaign details

Brand: 5 Gum
Brand owner: Mars Wrigley Confectionary
Lead agency: Energy BBDO
Contributing agencies: MediaCom, Starcom, Fanscape, Olson Engage
Country: North America
Industries: Confectionery
Media channels: Competitions & contests, Content marketing, Online video, Programmatic display, Public relations, Social media, Word of mouth, influencers
Budget: 3 - 5 million

Executive summary

Launched in 2007, 5 Gum quickly became a half-billion-dollar brand by defying category conventions and focusing on teens' and young adults' desire to experience new things. But as the brand aged, it slowed down. In 2015, it developed a new brand platform – Life Happens in 5 – to stem declines and regain growth.

In 2018, to boost the new platform and help change the trajectory of the brand, 5 Gum developed a digitally-focused program that would create a deeper, more meaningful connection with young people.