5 Gum Calls on Gen Z Creators to Showcase ‘How It Feels to Chew’ in Fresh Social Series
5 Gum is redefining its marketing strategy by engaging Gen Z creators to explore the sensory experience of its chewing gum brand through a dynamic 12-part social media series. Titled “How It Feels to Chew 5 Gum,” this initiative is a key component of the brand’s ongoing “Stimulate Your Senses” campaign.
In collaboration with the agency Energy BBDO, 5 Gum invites young influencers to express creative interpretations of chewing gum in quirky and humorous videos. Some of the eye-catching concepts include a character transforming into a “human air conditioner” and a watermelon being smashed in a surreal manner that distorts reality. The first three episodes are already live on platforms including TikTok, Instagram, and YouTube.
As part of a broader strategy aimed at connecting with a socially-driven Gen Z audience, 5 Gum emphasizes co-creation. This approach not only brings authenticity to the marketing but also fosters community engagement among younger consumers. Maria Urista, vice president of gum and mints at Mars, expressed enthusiasm for this initiative, stating, “Seeing how fans have brought their humorous, vibrant perspectives to life over the years has been nothing short of inspiring.”
Since its launch in 2007, the “Stimulate Your Senses” campaign has utilized imaginative storytelling to emphasize the bold flavors of 5 Gum. The original ads featured striking visuals reminiscent of sci-fi aesthetics, contributing to a cultural meme around the brand’s tagline. The contemporary take on this concept seeks to resonate with Gen Z’s unique humor while maintaining the vibrant essence of the original campaign.
As part of its ongoing efforts to appeal to younger consumers, 5 Gum has recently collaborated with pop group Katseye for product launches that incorporate various sensory experiences. This latest venture underscores 5 Gum’s commitment to innovative marketing strategies tailored for a new generation.
