Mobile
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.
