The limited edition 5 Gum Truth or Dare packs were generated for select core flavors and promoted across channels as a limited time in pack game. 5 Gum activated this promotion with the use of social celebrity, Logan Paul, who took 5 Gum Truth or Dare challenges and distributed the content across social channels, asking fans to join and send their 5 Gum Truth or Dare proof based on the in pack truths and dares on every foil. By activating this promotion with this well-known influencer, 5 Gum was able to drive a subset of their core demographic directly to the gum aisle in store, successfully incentivizing initial and repeat purchase.

Throughout the span of two weeks, 5 Gum leveraged social influencers Logan Paul, Lele Pons and Jake Paul to ignite 5 Gum TRUTH OR DARE pack play and social engagement across platforms, weaving a story together with 27 unique pieces of #5TruthorDare content, and culminating in one final epic dare stunt that fans engaged with and voted on across all of Logan’s social channels. The epic dare: Logan Paul and brother Jake Paul take on the 5 Gum Truth or Dare challenge: lay in a tub full of snakes while reading Shakespeare – “Snakespeare”.

The program generated an incremental 37.4 million potential impressions across Facebook and Twitter alone and there were over 10 times more Vines generated during the activation timeframe, which garnered an additional 6 million potential impressions for the brand. Sales velocities improved for five consecutive periods during the 5 Gum Truth or Dare campaign. Overall, the activation increased relevancy for 5 Gum within its core teen demographic.