CLIENT
Wm. Wrigley Jr. Company
Paul Chibe - VP, GM, Gum & Mints, US Consumer Mktg.
Lucas Erickson - Sr. Mktg. Manager
Joe Gottschalk - VP, Consumer & Mkt. Insight, Mars Global Chocolate
Andrew Leakey - Mktg. Director, Australia
Victor Mehren - Sr. Mktg. Director
Irina Polukhina - Mktg. Director, Russia
Philip Soukup - Mktg. Director, Germany
AGENCY
Jeff Adkins - EVP, CMO
Anthony Glynn - Executive Group Director
Chris Reed - SVP, Group Acct. Director
Mindshare
MediaCom
Rapp Collins ltd
SUMMARY
In launching 5 we strove to break out of the functional constraints of the gum category and build a global brand that teens and young adults would recognize as a legitimate and relevant part of their lives; a brand they would be proud to be seen with and share. So we created 5 to be more than "just gum" by tapping into a universal explorer mindset and plunging consumers into a world of sensory experimentation. The result was a power brand capable of driving significant worldwide gum sales.
