After a decade of sci-fi commercials, 5 Gum was becoming forgettable. To appeal to teens again, we launched Life Happens in 5, based on the insight that the 5 seconds before you do something is scarier than actually doing it. 

We launched with 5 global TV spots that highlight what teens aspire to do every day--live a little.

From public acts of karaoke to impromptu stage diving, our print ads featured activities and actions that would make anyone's heart race--all happening within the 5 Gum logo or pack. 

 
 

As teens started to weigh in with their own moments of 5, we highlighted them on a brand new site: 5gum.com.

"For the first new brand work in over a decade, this global campaign was a breath of minty fresh air."
 -AdAge article (paraphrased)