5 React Gum / With teens constantly seeking to experience something out of the ordinary, 5 React Gum with ambiguous flavors was an instant hit. The hyperbolic campaign and social activation helped the brand grow 3.7% market share that year, becoming the #1 brand in the gum category.

Lürzer's Archive

5 Ascent Gum / The challenge was to break out of the functional constraints of the Gum category to build a brand recognized as a meaningful part of teens' lives and regain their lost consumption. The campaign brought them into a world of sensory experimentation. Wrigley's sales team called it the most successful launch in Wrigley's history.

D&AD Wood Pencil / Lürzer's Archive