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

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

Our print ad featured a steel metal 5 formed by activities that make your heart race--from performances to flying to stage diving.

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

"After running Stimulate Your Senses for a decade, this global campaign was a breath of minty fresh air."
-paraphrased AdAge article