Mars Wrigley’s 5 Gum launches Team Clutch in latest Twitch partnership

Mars Wrigley 5 Gum has partnered with video live streaming service, Twitch — the global community where millions of people come together live every day to chat, interact and co-create their own entertainment — to launch Team Clutch.

Team Clutch is a group of Twitch streamers who will assemble in three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘Life happens in 5’.

Ben Hill

Mars Wrigley Australia’s marketing director, Ben Hill, said, “We’re excited to be introducing Team Clutch to the Twitch community. Going live truly embodies the ‘Life happens in 5’ spirit of adventure, and it is this natural brand synergy that has led us to partner with Twitch and support its up-and-coming Australian creators. We look forward to replicating the great success we saw following last year’s customer activation with Twitch.”

The partnership will be supported on Twitch by three-and-a-half-months of pre-roll 5 Gum advertisements and three homepage takeovers promoting the stream events, as well social support from the talent and Twitch.

Up-and-coming Twitch creators soleKEFS and PlayitShady join popular creator Aussie Antics on 5 Gum’s Team Clutch, with more members to be announced.

The live streams will challenge the streamers to make concentrated, quick decisions in gameplay, all while being entertaining to their audience in real-time.

Ricky Chanana

Twitch ANZ’s head of sales, Ricky Chanana, said: “For this reason, live is the ultimate clutch environment and therefore the perfect place for 5 Gum to be.”

“Team Clutch builds on 5 Gum’s 2020 Twitch activation and takes our collaboration to the next level for what is our biggest partnership in the APAC region.”

Chanaha added: “Twitch is the connection to today’s most sought-after audiences — the cord-cutters and cord-nevers (those that avoid TV) —with 39% of our viewers not reachable via traditional TV. With gaming being at the core of what we do, this presents a huge opportunity for 5 Gum to own the space.”


Client: Mars Wrigley 5 Gum

Brand Manager, Gum: Anna Pitt

Portfolio Director, Gum & Mints: Michelle Gazzola

Marketing Director: Ben Hill

Creative and Production: Twitch ANZ

Head of Sales ANZ: Ricky Chanana

Senior Creative Strategist: Edwin Hughan

Senior Program Activation Manager: Joanne Garcia

Creative Producer: Romee Adema

Client Success Manager: Alex Tran

Account Director: Hamish McPhee

Media Agency: Mediacom

Creative Systems Director: Chris Johnston

Client Planning Director: Elena Kim

Digital Manager: Dylan Tolua

Group Strategy Director: Adam Pinto

Group Client Director: Alex Gill

Production Partner: Eliphant




Aussie Antics


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