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).
Angela Sikes
Strategists & Planners
Comments (9)
there are only three flavors of gum it's named after the five sences
Posted by tracy | August 28, 2007 7:41 PM
Posted on August 28, 2007 19:41
I believe it was named 5 after initially having 5 pieces of gum in it, from what I've read, but there still are only the 3 flavors. Red, blue, and green (I forget the names except for that blue = cobalt because I love the blue and one of the others is flare).
Posted by Sione | October 22, 2007 8:48 AM
Posted on October 22, 2007 08:48
Cobalt - blue, Rain - green, and Flare - red
Posted by Dani | November 12, 2007 9:51 AM
Posted on November 12, 2007 09:51
5gum is the best gum ever made that i've ever
tested
Posted by dustin frasier | January 1, 2008 1:57 PM
Posted on January 1, 2008 13:57
go to the website, it's awesome!it's like the gum has 3 different personalities!awesome!me and 2 (only 2, though)of my best friends each like one:one likes flare, one likes rain, and i like cobalt!!!! check out the website!!!
Posted by jenna | April 2, 2008 3:22 PM
Posted on April 2, 2008 15:22
Yes the gum is awesome however the effect it has on young children is horific! Most young kids thinks its super cool because the packaging is somewhat like cigarettes, this makes them associate smoking as being cool and good tasting. Positive role modeling is essential when kids are young therefore I don't think packaging an awesome gum (one of kids favourite treats) to adapt them to smoking is worth that awesome flavour. Step up for change and write your concerns to Wrigley's Company.
PS if you think that they are not trying to market cool and smoking to kids through this gum just remember that Coblat is a type of cigar...
Posted by Meg18 | April 5, 2008 11:23 AM
Posted on April 5, 2008 11:23
i love 5 gum it last the longest and tasest great.(colbalt is the best)
Posted by anna | May 12, 2008 6:57 PM
Posted on May 12, 2008 18:57
Dear 5 gum company I love 5 gum and I would like to give you an idea about a new flavor I don't Know if people would like this idea but Ive tried mixing cobalt,Flare and rain together and it is an awesome taste.IF you could make a kind called RAINBOW with less than half of the gum be rain the middle be cobalt and the other be Flare. Thank you
Posted by Ethan | May 17, 2008 6:10 AM
Posted on May 17, 2008 06:10
My friends and I are reading labels, on the lookout for ASPERTAIN.We have stopped chewing gum as it's in all of it.Help,help,help.Emily MABE, 5151 Montpelier Ct. Columbus, In. 47203
812-372-8677
Posted by Emily Mabe | June 2, 2008 3:55 PM
Posted on June 2, 2008 15:55