5 Gum successful launch in SA market

Over the past month Wrigley's has implemented a world-first consumer sensory experience through the launch of their new "5" Gum.

Tribal DDB (part of the DDB Group SA) led the creation of this through-the-line launch campaign with elements in TV, online and experiential. The live stages of the campaign were produced by Seed Experiences (organisers of Rocking the Daisies) including two 3D building projections and two live shows.

The campaign allowed people to go to www.5gum.co.za to create their own, personalised building projections. The best of these were then projected live on buildings in Joburg and Cape Town. The creators of these, along with 5 Gum Facebook fans, were then invited to an incredible exclusive live experience in a Joburg or Cape Town.