Our main challenge was that Wrigley’s, 5Gum’s holding company, had decided to spend their annual budget on other brands and would not have enough to sponsor any large music festivals in the coming year. 5Gum however, still needed to have a presence amongst the youth market.

Considering that 5Gum is all about stimulating your senses, we realised that we had sight, taste, smell and touch. The final sense was being excluded from the entire package. How would we include ‘sound’ into the mix? We decided that there would be no better way than turning the actual 5Gum pack into a speaker. By rethinking the original pack design and integrating a speaker element we could amplify the sound from your average smart phone.

Once again, we’ve cranked up 5Gum’s positioning as the brand that understands the youth, the product that stimulates the senses and takes any music experience to the next level.