5 gum / truth or dare

Challenge

5 Gum reigned as THE hot youth brand for years. But eventually, other options stole our share of the hearts and pockets of modern millennials. So we had to remind them that 5 Gum is a gateway to intriguing experiences.

Solution

5 Gum Truth or Dare put a new spin on a popular game that put the pack of gum literally back in their hands and used every piece of gum to deliver a truth or dare so intriguing they just had to take it, try it and share it.

The 360 program included national television and digital media, PR stunts, social media, a dedicated website, national displays and of course, the game itself on 60 million packs of gum.

Results

  • 1.1 million website visits
  • Over 700,000 social shares
  • #5truthordare trended globally, twice
  • velocities up 5 consecutive periods
  • Reggie and PRO Award winner