5 Gum “Masterpieces”

Chewed by Yungblud. Crafted by Greg Yuna. Collected by You.

The pandemic hit the gum category hard. More sheltering in place and less social outings meant less concern for fresh breath – resulting in a steep sales decreases. To boost sales, and make 5 Gum cool with the newest generation, we partnered with Yungblud to chew one piece of gum before every performance on his 15 date 5gum-sponsored tour. Every thrill, nerve and pre-show jitter to be imprinted into each wad of gum. Then, with the help of celeb jeweler Greg Yuna, we turned those 15 pieces of chewed gum into "The Masterpiece Collection." We auctioned these masterpieces on eBay, with 100% of proceeds going to the NIVA (National Independent Venues Association).

We turned one man’s chewed gum into another fan’s treasure. And we did it all by putting our product front and center. (cue the eye roll) …Now that’s what I call a masterpiece 😉

With coverage in Rolling Stone, BILLBOARD, People, NME, Adweek and more and over 5.5 BILLION earned media impressions in the first week, this campaign has been a career definer for me. My first campaign as an ACD. Lots of client hand holding, re-working and re-selling. But we did it!

Some cool stats:

92% key message pull through

169% increase in social engagement

27% increase in social volume

And 25% increase in online sales

Awards: National Gold Addy, Best Digital Campaign (North American Saber Awards Ceremony), “Highly Commended” honor in the PRWeek Global Awards - PR Breakthrough category. 

(Kate Sullivan (CD Art), Max Sollich (CD Copy), Me (ACD - Copy), Tim Rocklage (ACD Art), Malieka Gurrera (Senior AD))