Gum and confectionery group Wrigley has launched what it described as a “groundbreaking” campaign for its 5 sugar-free stick gum brand.
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The US firm claimed the campaign “brings to life the brand’s mouth freshening, long-lasting flavour and sensations through unique uses of sight and sound”.
The campaign includes spots which describe “what it feels like to chew 5 gum”. The ads are set against an industrial, futuristic backdrop, with the “sensations” created by the gum represented through visuals and sounds.
“This fully integrated campaign truly delivers on 5’s promise to stimulate the senses,” said Paul Chibe, Wrigley’s vice president of US marketing.
The TV and cinema ads debut this week along with the launch of a branded website at http://www.5-gum.com/, which features a 3D environment that blends video and interactivity. A print campaign also breaks this month.
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