5 Gum: Regrets to Fight Regrets

Confectionery brand 5 Gum used meaningful social media videos to appeal to young people emotionally and increase sales in the US.

Campaign details

Brand: 5 GumBrand owner: Mars Wrigley ConfectionaryLead agency: Energy BBDOContributing agencies: MediaCom, Starcom, Fanscape, Olson EngageCountry: North AmericaIndustries: ConfectioneryMedia channels: Competitions & contests, Content marketing, Online video, Programmatic display, Public relations, Social media, Word of mouth, influencersBudget: 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...

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