CHALLENGE

5 gum - Wrigley's first new brand launched since Orbit in 2001 - is the only gum that stimulates your (5) senses. As a part of a media plan that included print, TV, theatre and in-game channels, the digital site launch needed to be a heightened interactive experience that embodies the brand's identity. Wrigley’s challenged Fuel Industries to create an online platform that conveys what it’s like to chew 5 gum through sensory experiences.

STRATEGY

With its bold flavor and unconventional packaging, the gum targets those who like to try new experiences; primarily teens with explorer personalities. Reinforcing the brand’s sensory experimentation DNA, we created an interactive online 5 gum experimentation lab.

In order to draw users into the 5 universe, we gave the site a sleek, sophisticated aesthetic that underpins the brand’s unique packaging. 3D rendered environments, created in-house , blend video and interactivity seamlessly, allowing visitors to navigate the site by opening doors rather than clicking on content buckets, satisfying their desire to explore.

CREATIVE & EXECUTION

Set against a futuristic industrial backdrop - as referenced in TV spots created by Energy BBDO - the cooling, warming and tingling sensations of 5 flavors Cobalt, Flare and Rain are expressed through dramatically stimulating visuals and sounds.

Users scroll down an ominous corridor lined with doors numbered 5. Behind each one lives a uniquely stylized experimentation room where different content pieces reside; including downloadable wallpapers, TV spots, and do-it-yourself sensory enhancing tips.

The main experience for launch is RFC (Rain Flare Cobalt), a multiplayer Rock-Paper-Scissors-style game that has players from around the globe compete head-to-head launching 5’s sensations at each other.