5 Gum: Bounce 2.0 Campaign

Chi Bao

International chewing gum brand 5 Gum sought to boost its market share in China by partnering with Tencent Games – the country's most popular online gaming platform.

Campaign details

Brand: 5 GumBrand owner: Mars WrigleyAgency: MediaCom ChinaCountry: ChinaIndustry: ConfectioneryMedia channels: Events & experiential, Gaming & in-game advertising, Merchandise & free gifts, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Point of purchase, in-store, Sales promotion, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

5 Gum is an international chewing gum brand, and one of many looking to boost market share in a category that is fast-declining in China (down 10% in 2017). There is one market that shows no sign...

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