5 Gum has been losing penetration within the gum category.
It’s always difficult for Gums, an impulse based category to drive new news and excitement every time to retain consumers.
We deployed a NEW platform to deliver the excitement story of 5 Gum’s brand promise. We leveraged the huge population of the booming e-gamers whose lifestyle pursuit is Mobile gaming. We collaborated with Tencent games and co-created a bespoke Game content with a popular Game IP “Cross Fire”. 5 Gum became the pivotal instrument within the Game story through the gaming execution. We introduced 5 unconventional flavors of 5 Gum and integrated the brand promise seamlessly through immersive gaming experience which hooked the millennials attention immediately. This experience was supported with paid and viral media which reached beyond our core gaming audience to make sure we also reached light and non- gamers, together with incentivized mobile ads and social posts with customized content. This drove greater coupon and Limited Edition offer redemptions. In the end we scored up with fabulous results. Sales value grew by 72.6% (vs year ago) and Cross Fire Gaming activation led to +40% higher ( vs. target ) off-take in E-com and in-store.