Life Happens in 5.
Having the excellent opportunity to work with Mars/Wrigley for about 6 years, as one of my main clients at Interbrand, meant spending a lot of quality time understanding the DNA of each of their brands.
5 Gum is an excellent example of a killer market entry through disruptive packaging. When it launched, that iconic black packaging cut through the neon bright flavor-blasting gum and candy aisle. And the advertising with it, Stimulate Your Senses? Great strategic brand building.
After several years of explosive growth, it began to slow down. It was time to inject some new life into 5 without harming any of the solid equity it had built.
Partnering with the clients and the ad agency EnergyBBDO, we collectively refreshed the brand expression without losing what made the brand distinctive.
Starting with moving the positioning from functionally based – "exhilarating favor" – to a emotionally based – "exhilaration of choosing the unknown", we retained the core power of the brand while making the positioning stronger.
We then moved onto the updating the rest of the look, tone, and feel for the brand including the packaging, guidelines, custom designed typeface, and in-store look.
Work completed at: Interbrand - Creative Director, Designer
Project type: Brand Design, Packaging, Brand Guidelines, In-Store Design
Excerpts from an early draft of 5 Gum brand guidelines.
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