Wrigley’s launches mutant flavour gum
Wrigley’s is to launch a mutant flavour gum to tie in with the movie release of X-Men First Class. The gum, branded 5X, has been released with a campaign by OMD and Soap Creative that Wrigley’s marketing director Andrew Leakey has called 5’s most ambitious yet.
In a digital, social, cinema, TV and point of sale campaign, consumers can join the First Class of mutants by creating their own mutant alter egos from a range of combinations at www.5XMutantGum.com, then battle each other to winprizes. Packs of 5X contains a code which can be used to unlock more mutant powers.
Andrew Leakey: “5X is Wrigley Australia and New Zealand’s most innovative and ambitious campaign to date, and is designed to further boost 5’s credentials as the most progressive youth gum brand in the world.”
OMD strategist Alex Houghton added: “It’s not often that an agency gets to create a new product, let alone something as amazing as 5X Mutant Flavour Gum.”
The mutant gum launches this month, ahead of the release of X-Men First Class in Australia and New Zealand from on 2 June.
Credits:
- 5 Brand Manager: Craig Harkness, Wrigley
- Idea & Communications Strategy: Alex Houghton, OMD Sydney
- Business Director: Ben Sjögren, OMD Sydney
- Digital Agency: Soap Creative
- Digital Media Strategy: Tom Rolph, OMD Sydney
- Digital Media Planning & Buying: Laura Field, OMD Sydney
- Design Creative Director: Kath McLachlan, The Saltmine Design Group
- Design Senior Account Director: Amy Anderson, The Saltmine Design Group
- Design Account Manager: Rosa Jacobsen, The Saltmine Design Group
- Retail Activation Director: Kate Skelton, Wrigley
- 20th Century Fox Head of Promotions: Kate Nicholls
Go Laura!!!!
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I love X-Men and Wrigley’s gum, i can’t wait to get the new packs, yum!
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^ astro boy
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