5 Gum sales were plummeting, especially among teens, so we refreshed the brand with a classic childhood throwback-- Truth or Dare. With a truth or dare on every stick, we encouraged teens to share and play online. The game quadrupled online engagement and increased sales by a whopping 7%. An unofficial poll also reported an unprecedented increase in random acts of twerking.
The first year in the United States, the campaign outperformed all sales metrics. It was so successful, 5 Gum expanded the program to global markets the next year. It became a natural extension of the Life Happens in 5 re-brand and was recognized with both Epica and Reggie Awards.