"The Mars Wrigley brand enlisted young creators to depict "How It Feels to Chew 5 Gum," a tagline tied to its "Stimulate Your Senses" campaign. The 12-part content series includes shorts showing someone becoming a "human air conditioner" and a watermelon getting smashed so hard it shatters reality. The first three installments of the effort, which was developed with agency Energy BBDO, are already live across TikTok, Meta and YouTube."
"Like many CPG brands, the Mars Wrigley marketer is now reworking the concept to center on smartphones rather than living room screens while enlisting content creators to build authenticity and community connection. "Stimulate Your Senses" since its inception has used over-the-top storytelling to illustrate the strong flavor of 5 Gum. 5 Gum's maximalist, cinematic approach to marketing was memorable enough that the "How It Feels to Chew" phrase became a larger internet meme to comedically showcase feelings of euphoria and overstimulation."
5 Gum is shifting its long-running "Stimulate Your Senses" campaign toward social platforms by partnering with Gen Z TikTok creators to co-create a 12-part short-form content series titled "How It Feels to Chew 5 Gum." The series features surreal, exaggerated clips — including a human air conditioner and a reality-shattering watermelon — and the first three installments are live on TikTok, Meta and YouTube. The effort was developed with agency Energy BBDO and emphasizes co-creation to build authenticity and community with social-first Gen Z audiences. The update preserves high-concept storytelling while softening 2000s edginess and tailoring tone to Gen Z quirk.
Read at Marketing Dive
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