5 in a Lifetime

Mars' 5® gum announced its "5 in a Lifetime" campaign, in partnership with critically acclaimed lyricist and performer J.I.D to honor one of the most monumental moments in music history – the 50th anniversary of Hip Hop. Connecting Hip Hop fans with their favorite genre in a way never done before, 5 gum teamed up with J.I.D to release a special new track inspired by and packed full of audio references from 5 of Hip Hop's most influential albums, such full "Word of Mouf" from Ludacris, "What's the 411?" from Mary J. Blige, "Resurrection" from Common, "Phrenology" from The Roots, and "Shock Value" from Timbaland. But there's a catch: only 5 lucky fans will get the opportunity to listen. One song. 5 listens in a lifetime.

5® gum and J.I.D honor 50th Anniversary of Hip Hop with new track inspired by iconic artists from the genre, available exclusively on five vintage Boomboxes, set to play the song only 5 times in a lifetime.
To release this exclusive track and deliver a never-before experience to music fans, 5 gum will host a sweepstakes giving fans an opportunity to win one of only 5 limited edition, retro boomboxes containing J.I.D's custom song on a cassette that will "self-destruct" by shredding the tape after 5 listens – preserving the exclusive listening experience forever.

A true one-of-a-kind collector's item that can't be found – or heard – anywhere else, each "5 in a Lifetime" player is made from an upcycled old-school boombox, featuring transparent casing, a vintage analog counter as well as lucite-embedded volume knobs with a piece of Peppermint Cobalt 5 gum chewed by J.I.D at its center. Starting today until Tuesday, October 31st, fans can enter for a chance to win one of the 5 custom boomboxes to hear J.I.D's exclusive song by visiting www.5gum.com/JID.