2011 BRONZE

GLOBAL

5 GUM: STIMULATE YOUR SENSES

5 GUM, WILLIAM WRIGLEY JR. CO.

Paul Chibe, VP, General manager Gum & Mints, U.S. Consumer Marketing
Victor Mehren, Sr. Marketing Director
Joe Gottschalk, VP, Consumer & Market Insight Mars Global Chocolate
Lucas Erickson, Sr. Marketing Manager
Andrew Leakey, Marketing Director, Australia
Philip Soukup, Marketing Director, Germany
Irina Polukhina, Marketing Director, Russia

ENERGY BBDO

Jeff Adkins, EVP, Chief Marketing Officer
Chris Reed, SVP, Group Account Director
Anthony Glynn, Executive Group Director

AMV BBDO

MINDSHARE

MEDIACOM

RAPP COLLINS LTD

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.