5Gum Dark

Evolution Experience

Amplify help Wrigley's 5Gum stay fresh...


Amplify were challenged with developing the the 5 Gum brand, particularly increasing awareness around the product with 16-24 year olds.


Young audiences are notoriously hard to reach (and please), they need the right mix of authenticity and reward.


Create a platform that would work both on and offline, to excite young people about the brand – and great experiences that came with that.


The Evolution Experience

Through content creation, placement and the community management of the 5 Gum Facebook page, Amplify created a successful and highly engaging competition. The Evolution Experience was the first in a series of events, where competition winners got the chance to get up close and personal with Labrinth, Stooshe and more in the stunning settings of Pulse Nightclub in Blackfriars. Amplify oversaw all amplification including social media, print, broadcast and online to help increase awareness around the event.

Under the Radar + Summer Break

Building on the success of The Evolution Experience, Amplify joined forces with Under the Radar and Summer Break – two of the UK’s biggest youth focused event promoters. With Under the Radar, we hit five of the UK’s biggest cities with key musical influencers such as P Money, Benny Banks & Jacob Plan. Next up, 5 Gum was the sole sponsor for Summer Break, the UK’s biggest student festival. We captured the attention of this hard to reach audience with the hottest night of the festival - ‘The Big 5’. Epic DJ sets featured from Eats Everything, Mr Hudson, Urban Knights, Jaymo, Andy George and Krafty Kuts ensuring the dance floor was rammed.