Shaken & Stirred - Influential Brand Profiling and Positioning

5 Gum relaunches / Billington Cartmell / Tom Van Schelven,David Howlett,Paul Gygi

Wrigley-owned 5 Gum is re-launching its brand in the UK with an integrated campaign. Billington Cartmell is the agency behind the work, which spans outdoor, print and digital formats, as well as graffiti sites and in-store activity. The print ads invite people to try 5 Gum’s core flavours – watermelon and spearmint – and follow the introduction of redesigned packaging. The executions are designed to appeal to a younger audience than was previously held by the brand. The campaign launches in London on 20 May. The work was written by David Howlett and art directed by Paul Gygi. Mediacom acted as media agency. The photographer was Tom Van Schelven.

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