5 GUM TVCs

Quite many people are talking about the new launch of GUM 5 by Wrigley's. I bet the heated talk abouts must be generated by the TVCs and the packaging design which resembles to condom packs. I have clipped all three ads from YouTube for your enjoyment. The campaign has centred around taste sensation. No doubt these are great ads which are of high production value as well as successfully set up the expectation and build up the excitement for trial. The risk is there when consumers try it and find the taste nothing special. It will become an over-claim and the heat will only be like fireworks that last for a short while.



Comments

Angel Lam said…
Great to see something different from the traditional TVC and package design of chewing gum. 5 Gum's TVCs and the packaging design which resembles to condom packs leaving us room for imagination. Even though the taste is not special, it may still work. The logic is simple. We feel it, not taste it.
2:45 pm
Christine said…
exactly. It's all about consumers' 'feel'.
10:23 am
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