2009 SILVER

SNACKS, DESSERTS & CONFECTIONS

5: STIMULATE YOUR SENSES

5, WILLIAM WRIGLEY JR. CO.

Joe Gottschalk, Consumer & Mkt. Insights Dir.-N. Amer.
Vic Mehren, Mktg. Dir.
Lucas Erickson, Sr. Mktg. Mgr.

ENERGY BBDO

Ulli Appelbaum, Sr. VP-Planning Dir.
Chris Reed, Sr. VP-Acct. Dir.
Jamie Goebel, Acct. Super.
Stacey Hall, Acct. Exec.
Shannon Smiley, Planner
Barney Ashton, Copywriter
Anthony Glynn, Board Acct. Dir.

MINDSHARE

HUNTER PR

FUEL INDUSTRIES

GMR MARKETING

The challenge was to break out of the functional constraints of the Gum category to build a brand recognized as a meaningful part of the lives of teens and regain their lost consumption. This integrated marketing campaign was created to grab hold of this audience and plunge them into a world of sensory experimentation. The work shows that the 5 brand is more than just gum. It embodies the explorer mindset. The Wrigley sales team has called 5 the most successful launch in Wrigley history.