Wrigley has launched a new sugar-free gum – “5”. The name references the five main flavors of the gum, which produce cooling, warming, and tingling sensations. The TV ads and the microsite offer futuristic, industrial imagery that's meant to emulate these sensations. What a way to position chewing gum.
Wrigley continues to invest in unique interactive experiences, including last year's cartoon-inspired site for Winterfresh (Cool Breath Power) and a video-heavy guided tour for Orbit White (Friends of Bright).