Wrigleys 5 Gum relaunches with 'Taste Intense' ad push from Billington Cartmell

Wrigley-owned chewing gum brand 5 Gum has unveiled a major integrated campaign ‘Taste Intense’, re-launching the brand in the UK market.

Created by Billington Cartmell the campaign aims to bring to life the product’s intense flavour with the supporting lines ‘Ever made out with a watermelon?’ and ‘Ever had spearmint electrify your kiss?’ combined with provocative photography.

The new creative, which will be live in London from Monday 20 May, follows new pack formats being introduced across the range along with a new brand strategy which hopes to drive affinity with a core youth audience.

“The Taste Intense campaign marks a very exciting time for 5 Gum. With the launch of the new 7 STICK pack format in P1 already proving extremely successful, we have no doubt this campaign will further amplify the brands success. Billington Cartmell took the brief and delivered beyond expectations. This campaign is fresh, relevant and gives consumers a clear reason to chew,” commented Wrigleys 5 Gum brand manager Camilee Peressini.

Ads will run across outdoor including print and digital formats, as well as graffiti sites, press and in-store with all media planned by Mediacom.

James Walkinshaw, senior account director at Billington Cartmell, added: “We quickly realised that with the old packaging and creative, many did not even understand that 5 was chewing gum. We therefore ruthlessly focussed on bringing to life the very unique flavour experience, in a way that stood out from the rest of the category and appeals to the ‘Skins’ generation.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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