5 Truth or Dare

Driving Insight: I’m looking forward to going back to school and reconnecting with my friends. That comes with the social anxiety of fitting in and looking cool. I will happily spend money on items that I think will help set me up for social success.

Solution: Turn every pack of 5 gum into an invitation for new experiences that will make social connections.

- Velocity increase of +17% across all retailers.
- Drove trial of +16MM units via national in-store displays. - +4.2 Billion impressions across all marketing vehicles.
- #5TruthOrDare was a globally trending topic 2x.

Role: Senior Art Director Client: Wm. Wrigley Jr. Company