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The Nightjar

Issue 19 | June 2011

Background

5 Gum plays a vital role in the Wrigley’s portfolio as their lead youth brand. Everything about it has been designed with this audience in mind - from its co-created beginnings, to its stylish packaging to the unique flavours that promise to ‘stimulate your senses’ with every chew.

The challenge was to create a campaign that both lived up to the experience of chewing 5 Gum and helped support its high-end youth positioning in the gum category, ultimately helping to drive sales and establish the brand’s role in young consumer’s lives.

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