Wrigley’s spearheads new gum launch with social media campaign

Wrigleys spearheads new gum launch with social media campaign 5gum 150x120Wrigley’s has today launched an ambitious social media campaign masterminded by Clemenger BBDO Sydney to promote its new range of gum, Five.  

As well as paid HD TVC ads on YouTube, a separate  YouTube channel, the “continuously evolving sensorial experiment” includes a 5Feed home page, Twitter feed, Facebook page, and Flickr feed. The aim of the campaign is to encourage consumers to remix content, a spokesman for Wrigley’s told Mumbrella.  

The sugarfree gum was launched into stores over the last few days. It comes in three variants – pulse, electro and cobalt.

The site features the work of artists, musicians and designers and invited consumers to create mashups or submit their own efforts.

Clemenbger BBDO is behind the social media elements of the campaign, while the TVCs have been adapted from international work:

 

July 13th, 2009 at 12:35 pm

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Comments


  1. Tiphereth Gloria
    13 Jul 09
    12:41 pm

    2. Looks like a well thought out campaign. Will be interesting to see how people respond in their chosen social channel. BTW link to the 5gum site is not working (seems to have double URL in it)

  2. Alice Terlikowski
    13 Jul 09
    12:57 pm

    3. Thanks for pointing that out.

    The link should be working now.

    Cheers,

    Alice – Mumbrella

  3. James Duthie
    13 Jul 09
    1:05 pm

    4. Strategy and concept seem to be solid (stimulate your senses), but it doesn’t seem to me as if there’s any incentive to participate (or remix). Can’t remember a lot of other local social campaigns without an incentive or prize of some sort. Will be interesting to see the traction generated in the absence of motivated participation.

  4. Jen Bishop
    13 Jul 09
    1:51 pm

    5. Slightly off topic, am I the only person who thinks the packaging for this gum makes it look like condoms?

  5. Sully
    13 Jul 09
    1:53 pm

    6. I applaud the different approach in both campaign and packaging – hopefully supported in the product which promises a lot.
    It will be interesting to see if the urban cool of the campaign matches the target chewer.

  6. mumbrella
    13 Jul 09
    1:53 pm

    7. No! You’re not, Jen. I saw the boxes in my newsagent last week and had the very same thought…

    Cheers,

    Tim – Mumbrella

  7. km
    13 Jul 09
    1:53 pm

    8. No. You’re not. I’m so glad you said that. Thought I was the only one.

  8. Sully
    13 Jul 09
    1:54 pm

    9. Condoms or cigarettes?

  9. Cecelia Haddad
    13 Jul 09
    1:54 pm

    10. Agree with Jen, definitely looks like a condom pack. Let’s hope they don’t get them mixed up.

  10. Now I'm Confused
    13 Jul 09
    2:00 pm

    11. No bloody wonder I can’t get if off my d**k. If she gets up the duff, I’m suing.

  11. mumbrella
    13 Jul 09
    2:17 pm

    12. I suspect, by the way, that I’ve not done the thinking and strategy behind the campaign full justice in the way it’s written up.

    It was one of those cases where the gap between spotting the campaign online and needing to get the story up was short, and the PR lines were not

    (I called Clems, who referred me to the marketing director, who referred me to their PR agency, who referred me to another PR agency who referred me to the brand manager who was too busy to talk for very long).

    So if someone from Clems or Wrigley’s does want to explain a bit more about the user generated content side of things, then please do.

    Cheers,

    Tim

  12. Duncan
    13 Jul 09
    2:52 pm

    13. The ads were launched by AMV BBDO (London) and Energy BBDO (Chicago) back in 2007. See the story at The Inspiration Room: http://theinspirationroom.com/.....ur-senses/

  13. jane
    13 Jul 09
    2:57 pm

    14. love the suing comment. for some reason guys are the focus of the campaign. Girls love excitement too.

  14. TONY RICHARDSON
    13 Jul 09
    3:49 pm

    15. Very good television because it’s very single minded.

  15. Ben Shepherd
    13 Jul 09
    3:53 pm

    16. “The aim of the campaign is to encourage consumers to remix content.”

    I might be a simpleton but wouldn’t the aim to be to sell more gum?

  16. TONY RICHARDSON
    13 Jul 09
    4:16 pm

    17. Oh Ben! That’s so last century.

    Next you’ll be asking what return the digital component gave.

  17. Jason Dunstone
    13 Jul 09
    8:11 pm

    18. Very dynamic creative and solid consolidated digital media strategy. It will be interesting to watch consumer response. I do observe the campaign with some confusion as to the target audience, seemingly males, and how it will connect with them to truly engage them to ‘remix content’. Males are, in our experience, pretty lazy when it comes to empowering. Well built, but will they come?

  18. Ash
    14 Jul 09
    12:47 am

    19. Some of the content on there is quite good. Loved the photos of the packets in the air.

    http://5gum.com.au/index.php/a.....rtist_id=8

    Will be interested if people “remix” the content. Not sure there is much incentive.

    Sad thing for me is the artists dont get much of a feature. Just their name and no link to their profile or more info.

    I’m hoping they engage more than 5 artists but as it’s 5gum that might be it? Seems like a soft launch while we wait for all the other “cool” content to be uploaded?

  19. dan
    14 Jul 09
    8:48 am

    20. well done nic and crew and clems…’remixing’ is a well established trend in the USA, but good to see a brand bring it to australia and innovate around it using social media tools….good stuff guys

  20. Simon
    14 Jul 09
    1:11 pm

    21. “There are currently no remixes, download the artist’s assets from their page and be the first!”

    I’m sure it will get moving – even without an incentive – but might be a good idea to get a little bit of seeding going on. Nothing worse than a site relying on content generation with nothing on it.

  21. Rock Lobster
    14 Jul 09
    1:22 pm

    22. The whole campaign seems to be a big remix of a bunch ideas currently being executed.
    Even Cornetto had a remix competition over summer! So this concept just seems to be a bit dated. By ‘bit’, I mean very dated.
    I just can’t see anyone remotely interested in music production, or remixing, spending their time on this, when there’s about 20 other much better remix competitions happening that’ll gain you either a) cred, or b) a great prize.
    This has neither. And even Cornetto had a ‘remix machine’.

    And with regards to content links, etc, check Becks Uberselktor. That was/is same idea, but better looking. And atleast they promote all Australian content. These links had me all over the world. Gotta support within own turf if they want that support back.

    Right, my breath stinks from whinging too much. I’m off to get some mints.

  22. Wayne
    14 Jul 09
    2:27 pm

    23. Is that really what chewing gum consumers want?

    Or is it the media/creative de jour?

  23. Damian Guiney
    14 Jul 09
    3:27 pm

    24. Hmmm… still no remixes. I’m in two minds about this one. On the one hand I think the barrier to entry is too high for so little incentive, and that will hinder involvement. Someone mentioned ‘lazy’ above, and I think there’s something to that.

    On the other hand, the barrier should encourage people to explore and discover, and the end results will probably be better for it.

    While not wishing the campaign anything but success (it looks awesome BTW), I just don’t think it has what it takes to truly ‘go off’.

  24. Ben
    14 Jul 09
    6:26 pm

    25. slick site, nice design. as a user i’m not sure what i’m supposed to do. have to assume they’ll be adding more content as there’s not much interesting for joe schmoe here.

  25. Andrea
    15 Jul 09
    11:10 am

    26. Love the campaign, hate the packaging.

  26. Scott Drummond
    15 Jul 09
    2:06 pm

    27. Without sounding too negative perhaps the problem here is that the demand for a new chewing gum is debatable, however fancy you dress it up, however ‘exxxtreme’ you make the TVCs, and however much you try to build a buzz around it.

    There are already so many varieties of gum cluttering the front of cash registers around Australia and across the world. Clearly there’s money in the market but in terms of innovative thinking this campaign doesn’t really deliver for me.

    What is the truth of this brand?

    Be damned if I can work it out.

  27. Laurel Papworth
    15 Jul 09
    4:38 pm

    28. Take an ad that is two years old http://www.youtube.com/watch?v=PLp9gSpUQFM
    and tell people to remix it.

    The challenge is, this is not the type of ad that communities habitually mashup. It is an ad that wins industry awards (it won some in 2007, no?) but not one that inspires user generated content.

    The WhereTheHellIsMatt.com and Stride Gum has much more of the hooks for community created content – particularly being easily copyable, and not pushing the production values out of reach of normal folk. I liked the guy that danced in his undies in front of laundromats ;) Easy to copy, easy to understand, easy to create/edit… not agency created artwork.

    We’ll see – perhaps the content creators are ready for level of commitment but something tells me… no. And if it’s taking an ad that is two years old and simply rehashing it (no new shots, just remixing) give that to the interns in the agency, not creatives in communities. They ain’t buying.

    Sorry, I’m with Duncan of the Inspiration Room but hey, good luck with it. Hope you prove me wrong Wrigleys :P

  28. RD
    15 Jul 09
    8:23 pm

    29. Laurel did you actually visit the website? It doesn’t look to me like they’re asking people to remix the tv ads, but the other pieces of work on the site.

    On a slightly related note, interesting how this post has gotten so many comments, could it be from the ’social media experts’ all needing to throw in their 2c (some without visiting the site by the looks) because social media was mentioned in the title?

  29. Laurel Papworth
    15 Jul 09
    9:21 pm

    30. yeah I went there – massively confusing site… Usability is a whole different issue. Wot gives with these sites that try look like 25 TV stations playing at once, eh?

  30. Tom
    16 Jul 09
    12:59 pm

    31. Oh dear. This campaign is going to flop harder than Trent Waterhouse onto an unconscious Stephen Price.