In 2013 the 5 Gum brand was declining and teens were a big reason why. So how did we get teens to think of our product differently and buy more 5 Gum? We dared them.
We transformed our gum packs into a social game of Truth or Dare. But we didn’t stop there. We re-engaged teens with the brand by challenging them to play 5 Truth or Dare with the people they love most – their friends and major social celebriHes in each country. 5 Truth or Dare proved to be a universal idea that markets built locally based on their local budget, local media environment, and most importantly…local youth culture.
The game launched in 10 countries over a two-year period and, as a result, we jumpstarted sales growth, increased our household penetraHon and achieved the highest social engagement rates in the brand’s history.
To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.
Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.