In 2013 the 5 Gum brand was declining and teens were a big reason why. So how did we get teens to think of our product differently and buy more 5 Gum? We dared them.
We transformed our gum packs into a social game of Truth or Dare. But we didn’t stop there. We re-engaged teens with the brand by challenging them to play 5 Truth or Dare with the people they love most – their friends and major social celebriHes in each country. 5 Truth or Dare proved to be a universal idea that markets built locally based on their local budget, local media environment, and most importantly…local youth culture.
The game launched in 10 countries over a two-year period and, as a result, we jumpstarted sales growth, increased our household penetraHon and achieved the highest social engagement rates in the brand’s history.
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