The marketing lifecycle is about to kick off here in the UK with a heavyweight branding campaign designed to encourage product sampling. Let’s look at how the product was launched in the US, taken from the Wrigley corporate site:
2007 In March 2007, Wrigley introduced U.S. consumers to 5, the most exciting development in sugar-free stick gum since the launch of Extra® more than 20 years earlier.
2007 In August 2007, 5 gum unveiled its marketing campaign titled ‘Stimulate Your Senses.’ The advertising spots described “what it feels like to chew 5 gum.” Set against an industrial, futuristic backdrop, the cooling, warming and tingling sensations created by 5 gum flavors Cobalt,
Flare and Rain are expressed through dramatically stimulating visuals and sounds. The campaign also strongly leveraged magazine, cinema and online media advertising to showcase our new brand.
2008 In 2008, 5 brand launched two new fruit gum experiences. Lush gum provides a crisp tropical sensation and Elixir gum is a mouthwatering berry sensation.
2009 5 gum takes it to the next level with unique, game-changing flavor experiences. Solstice, a warm and cool winter, and Zing, a sour to sweet bubble, are new-to-world flavor transitioning experiences.
Do check out the 5 Gum YouTube channel for examples of the TV/Cinema creative, but in this post I’d like to review the packaging, which I believe is a point of difference that will give the product luxury status.
So to begin with, we’re starting with an initial three flavours: Cobalt – a cooling peppermint; Electro – a tingling spearmint and Pulse – a crisp tropical. Packs will reportedly go on sale at £1.50 RRP, to reflect that they are a considered rather than impulse purchase.
I’ll be looking at Pulse – the tropical flavour, which comes with little speckles of sharp citric stuff that actually gets your mouth watering when you first
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