Dive Transient:
- 5 Gum is evolving one in all its signature bits of selling by handing the artistic keys off to Gen Z TikTokers, per particulars shared with Advertising and marketing Dive.
- The Mars Wrigley model enlisted younger creators to depict “How It Feels to Chew 5 Gum,” a tagline tied to its “Stimulate Your Senses” marketing campaign. The 12-part content material collection consists of shorts exhibiting somebody turning into a “human air conditioner” and a watermelon getting smashed so onerous it shatters actuality.
- The primary three installments of the trouble, which was developed with company Power BBDO, are already stay throughout TikTok, Meta and YouTube. 5 Gum is embracing a technique of co-creation, a well-liked tactic for participating social-first Gen Z audiences.
Dive Perception:
5 Gum’s “Stimulate Your Senses” rapidly made for iconic TV promoting following its debut in 2007. Like many CPG manufacturers, the Mars Wrigley marketer is now remodeling the idea to middle on smartphones slightly than lounge screens whereas enlisting content material creators to construct authenticity and group connection.
“Stimulate Your Senses” since its inception has used over-the-top storytelling for example the sturdy taste of 5 Gum. The unique slate of commercials features a spot the place a person sitting in a futuristic automobile is shot into a large dome coated in followers that characterize the cooling sensation of 5 Gum’s peppermint taste (“The Matrix” and different sci-fi motion pictures of the period seem like the important thing visible reference). 5 Gum’s maximalist, cinematic strategy to advertising was memorable sufficient that the “How It Feels to Chew” phrase turned a bigger web meme to comedically showcase emotions of euphoria and overstimulation.
@5gum Blast. Off. #StimulateYourSenses ????: @Hornet ????: @Chelsea H ♬ authentic sound – 5Gum
The social-first replace to the marketing campaign takes the identical fundamental thought however strips out the 2000s edginess and adjusts the messaging for Gen Z’s quirky, on-line humorousness. In a single video, “Saturn Rings,” a 3D animated character clutches a large ice pop because it zooms like a rocket into the orbit of the celestial physique. In one other, a person takes the primary chew of a 5 Gum stick earlier than an air conditioner kinds in his mouth and cartoonishly hinges his jaw open. Advertising and marketing Dive has inquired as as to if any paid media help will issue into the trouble.
“Seeing how followers have introduced their humorous, vibrant views to life through the years has been nothing wanting inspiring,” mentioned Maria Urista, vp of gum and mints at Mars, in an announcement. “With this marketing campaign, we’ve taken their creativity and put it on an even bigger stage, turning their unimaginable concepts into content material that’s as daring and refreshing as 5 Gum itself.”
5 Gum has been ramping up its advertising focused at Gen Z, with a deal with social and music tradition. In September, the model partnered with pop group Katseye on a set of 5 merchandise, together with a room spray and limited-edition urgent of the “Stunning Chaos” album, meant to embody every of the senses. Restricted-time gum packs additionally featured members of the lady group Katseye.
