Description
Mars Wrigley is taking “How It Feels to Chew 5 gum” to a new dimension, inviting Gen Z TikTok fans to help regain their senses by channeling their love for meme culture and the weirdest parts of the internet, and taking it to social media.
Building on the brand’s legendary campaign, the Co-Creation series transforms real fan responses into surreal, sensory-driven animations – turning the internet’s weirdest “how it feels” takes into a modern, multi-sensory social experience.
From “becoming a human air conditioner” to “smashing a watermelon so hard it breaks reality,” this chapter is all about letting fans drive the feeling across a 12-part installation.
Mars Wrigley: "At Mars Wrigley, we’ve always celebrated the creativity and passion of our consumers, and 5 gum’s legacy of ‘Stimulate Your Senses’ is a perfect example of how we connect with people on a personal level,” said Maria Urista, Vice President, Gum & Mints at Mars. “Seeing how fans have brought their humorous, vibrant perspectives to life over the years has been nothing short of inspiring. With this campaign, we’ve taken their creativity and put it on a bigger stage, turning their incredible ideas into content that’s as bold and refreshing as 5 gum itself.”
Energy BBDO: “Sometimes the answer lies in the space your brand occupies in culture. For 5 Gum, that space just happened to be a bizarre and hilarious corner of the Internet,” said Josh Gross, Chief Creative Officer at Energy BBDO.
This professional campaign titled 'How It Feels to Chew 5 gum' was published in United States in November, 2025. It was created for the brands: 5GUM and Wrigley’s, by ad agency: BBDO. This Film and Integrated media campaign is related to the Confectionery, Snacks industry and contains 2 media assets. It was submitted 5 days ago.
Credits
Brand: Mars Wrigley’s 5 Gum
Chief Brand Content & Media Officer: Rankin Carroll
VP of Brand & Content, North America: Ashley Gill
Director, Brand & Content: Adriana Madiedo
Chief Marketing Officer, North America: Gabrielle Wesley
VP, Brand Marketing: Maria Urista
Brand Manager: Viditi Shah
Head of Digital Content & Social Media Studio: Michael Kelly
Senior Director, Media: Ray Amati
Senior Manager, Media: Samantha Sramowicz
Manager, Brand PR: Erin DeAngelo
Creative Agency: BBDO
Managing Director: Daale Carter
Business Director: Lucie Lavrard
Account Director: Amelia Giebel
Account Supervisor: Antoinette Weedor
Project Manager: Audrey Thames
Strategy Director: Julia Hodson
Social Strategy Director: Chelsea Henricks
Chief Creative Officer: Josh Gross
Creative Director: Ze Baldin
Creative Director: Gabriel Barrea
Senior Copywriter: Peter McCormick
Omnicom Production
Executive Producer: Jeff Davis
Senior Producer: Anthony Grossman
Creative Studio: Hornet
Director: Jay Asavabenya & Jin Jindawitchu
Executive Producer: Jo Arghiris
Senior Producer: Greg Behrens
Producers: Kaewkalaya Emphandhu, Ravikan Tatiyasuk5
