Lifestyle with a Big Bang

© Wrigley

© Wrigley

© Wrigley

© Wrigley

© Wrigley

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The launch of chewing gum brand 5 GUM by Wrigley went off with a big bang. It is an impressive example of how important packaging is in the marketing mix for products. The concept focuses entirely on the lifestyle factor capitalising on the emotional effect of packaging to make an impact.
A topic which is also centrestage at this year’s Pro Carton Congress.

How intensely products and packaging can appeal to consumers’ senses was impressively demonstrated by Wrigley’s launch of the 5 GUM chewing gum brand. June this year saw the premium sugar-free brand introduce two products to the German market whose taste combines with hitherto unseen sensorial properties; all of this is enveloped in a classy black packaging with a minimalist design. The futurist graphics and both shiny and matt embossed elements produce a stylish look and an unusual touch. The individual strips of gum are wrapped in multi-coloured paper with the 5 GUM logo print.

For all the senses

It seems chewing gum is now perceivable with all the senses for the first time. And this even starts with unwrapping. The new strip format with gaudy colours and appealing flavours makes for the next experience. Then, finally, each flavour also comes with a sensorial sensation when chewing: “Elektro” flavoured with green mint prickles on the tongue while “Pulse” intends to appeal to the senses with a taste of tropical fruit and a crunch while chewing.

5 GUM no longer centres on the usual benefits of chewing gum such as dental care or freshness. Here lifestyle is in focus. This is about an innovative and stylish brand for young adults on a quest for something special. In the USA it took 5 GUM as little as a year to become the fastest-moving item in the food retail and drugstore channels as well as in convenience stores. And in Germany success was not long in coming either: as early as in September the range was extended to include the new flavour experience “Cobalt”. Cobalt is meant to refresh the senses with the soothing effect of fresh peppermint.

360-degree campaign

However, not only the product is different – so is the marketing campaign. The new lifestyle brand is staged glossily with comprehensive and extraordinary communication measures.
Weeks ahead of the launch of the lifestyle brand the spectacular 360-degree campaign made for spectacular pre-launch measures. The project competition “5 GUM Vision Lab” was started in mid April under the heading “Making Senses – Challenge your Senses – Visionaries Wanted”. It invited applications from creative young designers with projects centred on the senses Sight, Taste, Touch and Smell. The focus here was on universities offering relevant courses that were then targeted with extensive advertising measures. Furthermore, 15,000 direct mail shots were addressed personally to trendsetters and opinion-leaders, informing them about the competition and luring them with enclosed samples. This then culminated in the 2-day event held in Berlin in June. On top of this, there were cooperations with bars, clubs and fashion stores as well as sponsored parties in the run-up.

Shortly after the launch classic online measures, TV and cinema commercials ensured wide exposure from mid July to late October 2009. The ultimate highlight here is the special “fragrance movie” commercial, which – again – appeals to unexpected senses: the promotional film comes with a fragrance sprayed into the actual cinema during the commercial. Moreover, three million product samples were distributed while striking PoS materials made sure of catching public attention. All of this was naturally accompanied by extensive PR activities.

A big bang

The idea was for the 5 GUM launch in Germany to go off with a big bang and for the brand message to be conveyed immediately and prominently to the desired target group. The latter being young adults aged 18 to 29 with a focus on lifestyle - people looking for new inspiration and the special things in life, fashion-conscious people who like spending time in trendy bars and clubs.
The product aims to go far beyond the familiar. This applies to both gum chewing as such and the packaging but also the unusual web presence as well as the spectacular marketing measures.

Pro Carton Congress

And this is also precisely what the 8th Pro Carton Congress on 25 and 26 November 2009 in Düsseldorf is all about: To what extent can products and packaging appeal to the senses? How does packaging make packaged goods even more exciting? The special-interest Congress “Promote Brand Values through Sustainable Packaging” will deal with the topics of defining the target group and tailoring packaging to it. Decision-makers from the food and non-food industries, retail, advertising, design and the packaging industry will find marketing-focused inspirations here for how to boost the emotional effect of packaging. For further information and registration possibilities please go to - www.procarton.com/congress