5 Gum’s Gen Z Marketing: Sensory Overload!

5 Gum relaunches 'Stimulate Your Senses' for Gen Z on TikTok, Meta & YouTube, co-creating content with young developers. Campaign focuses on quirky humor and social media engagement with over-the-top storytelling.

The first three installments of the effort, which was developed with agency Power BBDO, are already live throughout TikTok, Meta and YouTube. 5 Gum tissue is welcoming a technique of co-creation, a popular tactic for engaging social-first Gen Z audiences.

The Mars Wrigley brand employed young developers to illustrate “Just how It Really feels to Eat 5 Gum,” a tagline tied to its “Promote Your Senses” project. The 12-part web content series includes shorts showing somebody ending up being a “human air conditioning system” and a watermelon obtaining wrecked so hard it shatters truth.

Revamping for the Smartphone Era

5 Gum’s “Boost Your Detects” swiftly made for renowned TV marketing following its debut in 2007. Like several CPG brand names, the Mars Wrigley online marketer is currently revamping the concept to center on smart devices instead of living area screens while getting material developers to develop credibility and area link.

“Boost Your Detects” because its creation has used over-the-top storytelling to illustrate the strong flavor of 5 Gum tissue. The original slate of commercials includes a place where a male sitting in a futuristic automobile is shot into a huge dome covered in fans that stand for the cooling feeling of 5 Periodontal’s peppermint taste (” The Matrix” and various other science fictions of the age appear to be the key visual reference). 5 Gum’s maximalist, cinematic strategy to advertising was memorable sufficient that the “Just how It Really feels to Chew” phrase became a larger web meme to comedically display sensations of bliss and overstimulation.

“Seeing how followers have actually brought their amusing, vivid point of views to life for many years has actually been absolutely nothing short of motivating,” claimed Maria Urista, vice president of gum tissue and mints at Mars, in a declaration. “With this campaign, we’ve taken their imagination and put it on a larger phase, turning their unbelievable concepts right into content that’s as vibrant and refreshing as 5 Gum itself.”

From TV to TikTok: A Sensory Shift

The social-first upgrade to the project takes the same keynote yet strips out the 2000s impatience and readjusts the messaging for Gen Z’s quirky, online sense of humor. In one video clip, “Saturn Bands,” a 3D animated character clutches a gigantic ice pop as it zooms like a rocket into the orbit of the celestial body. In one more, a male takes the initial chew of a 5 Gum stick before an ac unit kinds in his mouth and cartoonishly pivots his jaw open. Marketing Dive has asked as to whether any paid media assistance will factor into the initiative.

Partnership with Katseye

5 Periodontal has been ramping up its advertising and marketing targeted at Gen Z, with a focus on social and music society. In September, the brand partnered with pop team Katseye on a collection of 5 items, consisting of a space spray and limited-edition pushing of the “Gorgeous Mayhem” album, meant to symbolize each of the detects. Limited-time periodontal packs also featured participants of the woman group Katseye.

“Promote Your Detects” because its beginning has actually utilized over-the-top storytelling to show the strong flavor of 5 Periodontal. The initial slate of commercials consists of an area where a male resting in a futuristic automobile is shot into a giant dome covered in fans that stand for the cooling sensation of 5 Gum tissue’s peppermint flavor (” The Matrix” and other sci-fi flicks of the era show up to be the vital aesthetic recommendation). 5 Periodontal’s maximalist, motion picture method to marketing was memorable sufficient that the “How It Really feels to Chew” phrase ended up being a larger internet meme to comedically display feelings of ecstasy and overstimulation.

Informa PLC’s authorized office is 5 Howick Place, London SW1P 1WG. TechTarget, Inc.’s registered office is 275 Grove St. Newton, MA 02466.

In another, a man takes the very first chew of a 5 Gum stick before an air conditioner forms in his mouth and cartoonishly hinges his jaw open.