5® REACT™ CONTINUES TO “STIMULATE YOUR SENSES®” ONLINE AND ON-AIR WITH NEW ADS
5 gum Facebook fans get sneak preview of new creative
CHICAGO, May 13, 2010 – 5 gum officially unveiled new “Stimulate Your Senses” advertising to its loyal community of Facebook fans to support the gum’s newest flavor offerings, 5 REACT Mint and 5 REACT Fruit. As the brand launches new (:15), (:30) and (:45) spots that provide an over-dramatization of “How it feels to chew 5 gum,” the (:45) director’s cut is now available at www.facebook.com/5Gum, in advance of the spots’ broadcast premiere scheduled for next week.
“5 gum is arguably Wrigley’s most successful launch and continues to experience significant global growth as it’s now enjoyed in 18 countries around the globe,” said Paul Chibe Wrigley’s Vice President and General Manager U.S. Gum and Mints. “Much of the brand’s success stems from our loyal fans and we want to reward them by offering this exclusive chance to view the latest, sensory stimulating chapter in 5 gum advertising.”
In addition to new ads, 5 gum continues to engage chewers with groundbreaking digital campaigns that build fan loyalty given today’s tech-savvy consumer and their quest for unique and sharable experiences. For example, 5 gum recently launched 5REACT.com, a groundbreaking digital experience that uses 3D animation to explore 5 REACT Mint and REACT Fruit. The site is a personalized sensory experience that uses Facebook Connect technology to pull in users’ photos, news feeds and wall posts.
Similarly in March, prior to national retail availability, 5 REACT gum offered 100,000 Facebook fans the chance to try the new variety of either 5 REACT Mint or 5 REACT Fruit. Fans who opted in for the sample received a free pack of gum along with a unique code and 3D glasses that allowed them to explore an exclusive online experience at 5REACT.com.
Fans of 5 gum also enjoyed a live webcast of select artists’ performances from the Coachella Valley Music & Arts Festival held in April. Using a customized Facebook or MySpace application, fans could participate in a multi-sensorial music experience via one of three concert feeds, one of which was offered in high definition technology. The webcast delivered more than 2 million live streams of the virtual concert experience.
About 5 REACT
Launched in March 2010, 5 REACT is available in two delicious, undefined flavors, REACT Mint and REACT Fruit, which are designed to “Stimulate Your Senses” as each chewer experiences the gum differently. Each stick of REACT is black and wrapped in premium, black foil to compliment the brand’s signature, sleek Slim Pack® envelope.
5 REACT is available at retailers nationwide for a suggested retail price of $1.49 and in multi-pack with three, 15-stick packs for the suggested retail price of $3.49.
About 5 Gum
Wrigley launched 5 gum in the U.S. in 2007 as a sugar-free stick gum that appeals to the five senses through groundbreaking flavor, packaging and graphics. The gum’s design including its chic, black Slim Pack envelope and colorful foil wrappers all made 5 gum a revolutionary product in the category that would “Stimulate Your Senses”.
A launch two years in the making, 5 gum was Wrigley’s first chewing gum brand to be born out of the company’s state-of-the-art Global Innovation Center (GIC) on Goose Island in Chicago. Launched in 2005, the GIC is dedicated to every aspect of product and packaging innovation.
In 2007, 5 gum entered the market with three sensory stimulating flavors: Rain®...a tingling spearmint, Cobalt®...a cooling peppermint and Flare®...a warming cinnamon. Consumers in the U.S. can now enjoy nine distinct flavor varieties from 5 gum including:
§ Rain...a tingling spearmint
§ Cobalt...a cooling peppermint
§ Flare...a warming cinnamon
§ Elixir®...a mouthwatering berry
§ Lush™...a crisp tropical
§ Solstice®...a warm and cool winter
§ Zing®...a sour to sweet bubble
§ React™ Fruit...a unique fruit flavor experience
§ React Mint...a unique mint flavor experience
5 gum broke the category mold with the launch of its premium “Stimulate Your Senses” advertising campaign in 2007 by creating cinema-quality advertisements that emotionally engage consumers via over-dramatizations that depict “How it feels to chew 5 gum”. Whether they are invited to enter a high powered cooling tunnel or to become immersed in a field of tingling ball bearings, each spot challenges 5 gum fans to take their chewing experience to the next level. Creative is managed by Energy BBDO (Chicago).
About Wrigley
The Wm. Wrigley Jr. Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate. The Company has operations in more than 40 countries and distributes its world-famous brands in more than 180 countries. Three of these brands – Wrigley's Spearmint®, Juicy Fruit®, and Altoids® – have heritages stretching back more than a century. Other well-loved brands include Doublemint®, Life Savers®, Skittles®, Big Red®, Boomer®, Pim Pom®, Winterfresh®, Extra®, Starburst®, Freedent®, Hubba Bubba®, Orbit®, Excel®, Creme Savers®, Eclipse®, Airwaves®, Solano®, Sugus®, Lockets®, P.K.®, Cool Air® and 5™. Wrigley is headquartered in Chicago, Illinois and operates as a subsidiary of Mars, Incorporated, based in McLean, Virginia. Mars is a $30-billion, family-owned company that produces some of the world's leading confectionery, food and petcare products and has growing beverage and health & nutrition businesses.
For more information, contact:
Jennifer Jackson Luth
Wrigley North American Communications
(312) 212-7733
jennifer.jacksonluth@wrigley.com
© 2010 Wm. Wrigley Jr. Company. All Rights Reserved. 5, React, Stimulate Your Senses, Wrigley's Spearmint, Juicy Fruit, Altoids, Doublemint, Life Savers, Big Red, Boomer, Pim Pom, Winterfresh, Extra, Freedent, Hubba Bubba, Orbit, Excel, Crème Savers, Eclipse, Airwaves, Solano, Sugus, P.K., Cool Air and any affiliated designs are trademarks of the Wm. Wrigley Jr. Company.