5 Gum: How to Completely Annihilate Your Brand Image
2,579,356
Published 2023-12-17
Today we're looking at how 5 Gum, one of the most memorable and iconic snack products of the late 2000's, drastically watered down their iconic ad campaigns to try and appear more relatable to young people.
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Music
By Your Side - David Luong
Happy-Go-Lively - Laurie Johnson
Cool Vibes - Kevin Macleod
Corduroy and Cheese - Piotr Pacyna
Covert Affair - Kevin Macleod
Film Noire - Kevin Macleod
Curious Notion - Terry Devine-King
Today's Diary - Chiro
And Now This - Felipe Adorno Vassao
0:00 Intro
2:10 5 Gum Ads
4:46 The Success of 5
5:30 The Fall of the Gum Industry
6:56 Changing 5's Image
8:00 The Rebrand
9:57 5 Truth or Dare
11:42 The "No Regrets" Campaign
13:25 Marketing Mayhem
14:09 Pandering to Gamers
15:07 Respawn Gum
18:12 5's Current State
All Comments (21)
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The phrase "How it feels to chew 5 Gum" has already made it into the pop culture lexicon. It has already achieved a level of universal recognition other brands can only dream of. The fact that they haven't noticed how that one ad has stood the test of time and remained in people's minds for nearly 2 decades, and they haven't capitalized on it at all? Insane.
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I remember seeing the commercials as a kid and being almost scared by how mysterious they were: I literally thought the gum was too adult for me to chew.
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I never saw any of the ads after the Stimulate Your Senses campaign, and was genuinely under the impression 5 Gum just stopped existing in 2014.
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I remember a popular fad at my school was carefully peeling the colorful foil off of 5 gum wrappers and then covering your binders and stuff in the foil There was like a whole process to it
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Calling 5 Gum the "Axe Body spray of gum" is so weird but so accurate 😂
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When I met my now fiancée, I thought her eyes looked beautiful, like icebergs. But I also knew that she would have heard someone say that to her at some point. So what did I tell her? I told her that her eyes looked like what it felt like to chew 5 gum. She thought it was hilarious and we still remember it four years later.
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I'm embarrassed to admit that for decades I didn't know that the gum was called "5" and I always believed that when the ads said "what it feels to chew 5 gum", it was talking about grabbing five gum and eating them at the same time.
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The biggest issue with five is their change in packaging... I remember 2012-2016 packaging was kinda of a banger. 10 sticks, fit in your pocket. Then they tried the chunky half sticks which was annoying because it fell apart in your pocket and the sticks felt like you needed 1.5 of them, and now they make small square gums in chunky plastic box thats extremely not pocket-friendly.
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Those early "How it feels to chew 5 Gum" commercials had some of the coolest visual design work I've ever seen, even to this day.
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I’m surprised it took Wrigleys nearly a decade to start marketing 5 Gum to gamers. The packaging of 5 already had that sleek, black on neon colour aesthetic of gaming brands like the Xbox and Razor, and their original demographic of 14 to 25 year old boys and men already overlap significantly with the gaming community, so pandering to them just seems like a no brainier.
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My greatest regret which I will take to the grave is never learning how to bounce around on a giant speaker covered in ferrofluid. Don't be like me, start learning how to bounce around on a giant speaker covered in ferrofluid early, then you can enjoy bouncing around on a giant speaker covered in ferrofluid like I never got to. Stimulate your senses.
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Here I am at 2AM, watching a documentary about gum
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actually baffling how they fumbled the marketing. "how it feels to chew 5 gum. stimulate your senses" is so much more iconic than anything else they tried
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this is literally the PERFECT time for them to go the nostalgia route and start using their old branding and advertising techniques.
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I think the no regrets campaign is like a consequence of not chewing five gum in an alternate timeline
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Watching this makes me realize how far advertising has fallen as an industry in the past 20 years
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As a 14-25 year old male status seeker in the 2010s, I've never fallen for marketing harder than I did with 5 gum. Up until like 2014, flashing that pack of watermelon 5 gum in any classroom in Australia gave you instant cool points. All the girls knew you fucked if you spent $4 to buy some gum at Coles
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"How it feels to chew 5 gum:" (Slams door on finger) "Stimulate your senses"
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I remember this gum for the packaging. I was in my 40's and it attracted my attention. I hadn't seen the commercials I just liked the design of the product. You are clever and I hope you make a lot more videos. Great video. Subbed.
