This category will honor those efforts that successfully communicate to teens or young adults.
5 Gum Truth or Dare Challenge
In 2014 we had a game-changing idea for 5 Gum. The category was down and teens were a big reason why. So we transformed our packs into games of Truth or Dare that would give teens a reason to engage with 5 Gum again. But we didnt stop there we also gave them a way to earn the social currency they crave by making the in-pack game more social. The result? Our program contributed to a phenomenal 17% lift in sales velocity over the previous year .
Brand: 5 Gum
Client: Wm. Wrigley Jr. Company
Agency: Energy BBDO