Wrigley's 5 Gum

Wrigley's rolled out its latest gum brand, called 5, at a time when sales were declining among the category's core target audience of teenagers.

Wrigley's 5 Gum

CAMPAIGN OBJECTIVE

Our campaign objective was to break the rules of a crowded category to capture the hearts and minds of an increasingly indifferent audience of teens.

BUSINESS SITUATION

Gum sales among teens were in decline.

Teens and youth...

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