Wrigley to Launch New 5 Gum in UK

A new gum brand is about to hit the shelves. 5 Gum is designed to ‘stimulate the senses’ and it’s one of the most exciting new brands of the year.
I was lucky enough to get hold of a sample set:

IMG_0558The marketing lifecycle is about to kick off here in the UK with a heavyweight branding campaign designed to encourage product sampling. Let’s look at how the product was launched in the US, taken from the Wrigley corporate site:

  • 2007 In March 2007, Wrigley introduced U.S. consumers to 5, the most exciting development in sugar-free stick gum since the launch of Extra® more than 20 years earlier.
  • 2007 In August 2007, 5 gum unveiled its marketing campaign titled ‘Stimulate Your Senses.’ The advertising spots described “what it feels like to chew 5 gum.” Set against an industrial, futuristic backdrop, the cooling, warming and tingling sensations created by 5 gum flavors Cobalt,
  • Flare and Rain are expressed through dramatically stimulating visuals and sounds. The campaign also strongly leveraged magazine, cinema and online media advertising to showcase our new brand.
  • 2008 In 2008, 5 brand launched two new fruit gum experiences. Lush gum provides a crisp tropical sensation and Elixir gum is a mouthwatering berry sensation.
  • 2009 5 gum takes it to the next level with unique, game-changing flavor experiences. Solstice, a warm and cool winter, and Zing, a sour to sweet bubble, are new-to-world flavor transitioning experiences.

Do check out the 5 Gum YouTube channel for examples of the TV/Cinema creative, but in this post I’d like to review the packaging, which I believe is a point of difference that will give the product luxury status.

So to begin with, we’re starting with an initial three flavours: Cobalt – a cooling peppermint; Electro – a tingling spearmint and Pulse – a crisp tropical. Packs will reportedly go on sale at £1.50 RRP, to reflect that they are a considered rather than impulse purchase.

I’ll be looking at Pulse – the tropical flavour, which comes with little speckles of sharp citric stuff that actually gets your mouth watering when you first start chewing:

IMG_0560Notice how slick the box looks. Think about the colour of the last pack of gum you bought, and now say that 5 doesn’t look cool on this front alone. It does not look clinical like most gums do with their greens, whites and light blues. They look more like smart trading cards or a packet of condoms for that matter – gum for grownups.

IMG_0567It might be hard to tell from the above but the packs are slightly textured, with a heavy feel in the hand like holding a deck of cards. They slide into a back pocket pretty well. Build quality is excellent, made from a thick card and high gloss colour.

IMG_0569OK I admit the above is a shit picture, but it’s just to give you an idea of how you open and close the box. That flap of paper is embossed with glossy material so you can easily slide the box open with your thumb. Very James Bond. A bit like a book of matches, it’s an old school but perma-cool ‘paper technology’.

IMG_0570And there’s the money shot. You would not be ashamed offering someone a piece of this stuff, rather than one of those pocket-lint covered chiclets you have to fight the foil to thumb out. The designs on the inside are different for each flavour. This would be a great place to feature a QR code or even exhibit work from young artists.

And that concludes my short assessment of 5 Gum’s packaging. Look out for the TV, Online and Print creative coming soon. If you can’t wait, 5 have teamed up with Vice Magazine to generate early interest and reach into the difficult to please Hoxtonite crew – more info at Viceland whose readers have been asked to work with band Hot Chip to create a Launch Event in London that will stimulate the senses.

If you would like more of these sorts of reviews from me, please leave a comment. I look forward to hearing your feedback. Happy chewing.

@lifes4sharing #trafalgar was awesome

Wow – the singalong was huge.

T-Mobile attracted a huge 18,000 visitors to the event last night in Trafalgar Square, who were informed of the happening through an integrated twitter, viral seeding, PR and Mobile campaign. Subscribers and visitors to the lifesforsharing YouTube channel were also informed, as were members of existing Facebook fan groups.

Here are my best images taken from the front. There is no denying that this was a highly polished media affair, but it was carried off with enough honesty to create what I think was a truly positive feeling. Even Vernon Kaye was brilliant, and I usually hate him.

picture-002picture-001

T-Mobile’s Next Event – Trafalgar Square

YouTube – T-Mobile’s Next Event – Trafalgar Square:

Here’s a teaser for the T-Mobile campaign I’m working on at the moment.
It is going to be huge! Please help me pass it along.

More details to follow but for an early preview, check out the YouTube channel, Facebook page and Flickr group.

Web Discoveries for March 23rd

These are my del.icio.us links for March 23rd

  • Blog Marketing and Blog Ads : SocialSpark
    Very compelling idea – crowdsourced social media advertising where advertisers connect directly with bloggers through a brief. Set wordcounts and offer creative assets, plus a small fee. Will research further.
  • Make Something Cool Every Day 2009 on the Behance Network
    An artist has made these really great images, posted them on Behance & Flickr. Wonder if there’s scope to work something like this into a long-term campaign? Hmm…
  • SoundCloud > Jazzanova Remix
    Very cool competition site that visualises both the waveform of a UGC remix, as well as user annotations along its timeline. Worth a good hour of browsing when I have time.
  • Soft Drink Generator
    Create a new line in soft drinks with this online tool – results look really effective!
  • Twitter ‎(Social Brand Index)‎
    The largest directory of Brands that Tweet that I’ve found so far. Let’s hope it gets encyclopaedic, and saves everyone time. Where’s the Wiki?

Web Discoveries for January 19th

These are my del.icio.us links for January 19th