Wrigley’s 5 Gum Branding Confusion
Wrigley launched a new product called 5 Gum and The Die Line posted some pictures of the packaging, which is very cool except for one thing. The target audience for Wrigley’s 5 Gum is teenagers.
What do you think? Does this packaging evoke a brand image for teenagers? I say no.
This packaging doesn’t look even remotely targeted to teens in my opinion. The black box and graphics seem as if they would appeal to a much older audience. Don’t get me wrong, I think the graphics are great, and I’m sure the packaging stands out on the store shelf, but does it stand out to the right audience?
I guess only time will tell if teenagers start carrying 5 Gum around with them. What do you think? Did Wrigley miss the mark with this package? Actually, I think they’ll have success in catching consumers’ awareness and getting them to try this gum even if the people who try it skew older than teens. It might just catch on for an older market if it tastes better than Wrigley’s other gums that lose their flavor instantaneously and have a tendency to disintigrate in your mouth within 5 minutes of chewing.
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POSTED IN: Brand Packaging
33 opinions for Wrigley’s 5 Gum Branding Confusion
BuzzWoof
Dec 14, 2007 at 1:01 am
From a European angle, I can confirm that this packaging probably would appeal to teenagers.
In fact it’s spot-on. Black and inverse-cool is cool.
Prescott Perez-Fox
Dec 14, 2007 at 11:05 am
The packaging is brilliant, but it’s a shame to be wasted on a gum pack! The trouble with teens is that they don’t share — there consumer behaviour is very self-motivated, they like what they like, and while they may have disposable income, they aren’t terribly generous even to their close friends. Just think of the phrase “get your own, yo”. Also, since gum isn’t permitted in most classrooms and schools, these packs must remain hidden and stashed away for the weekend, which is a real shame.
I think it would be awesome if the pack were ‘disguised’ to look like something everyday teenagers would use — notebook or graph paper, a marble composition book, a calculator, or even an iPod! Then you could just leave em in plain site on your test and stupid teacher would never know the difference.
A final note, the packages all look very masculine so I wonder how they’ll appeal to girls who general chew more gum than fellas.
chad
Dec 18, 2007 at 12:17 pm
Hi Susan,
It’s interesting that your are blogging about this gum, cause when I first saw a magazine ad for it, I was confused and thought it was actually a pack of cigarettes. I wonder if that was the intention?
Schnellschuss-Links vom 14.12.2007 bis 19.12.2007 | Werbeblogger - Weblog über Marketing, Werbung und PR » Blog Archiv » Schnellschuss-Links vom 14.12.2007 bis 19.12.2007
Dec 19, 2007 at 5:28 pm
[…] Wrigley?s 5 Gum Packaging Ungewöhnliches Verpackungskonzept für Kaugummi […]
MyOpinion
Dec 21, 2007 at 8:32 am
They should have written “6″ on it and put condoms in rather than chewing gums
CFord
Jan 10, 2008 at 2:20 pm
True irony, since it was targeted to teens, but this is the only gum I’ve found that doesn’t stick to my “flipper” (false teeth).
Susan Gunelius
Jan 10, 2008 at 2:27 pm
CFord, thanks for making me laugh! You’re right. There is definitely another demographic for this new gum!
Lily
Feb 19, 2008 at 4:56 pm
Actually, the gum really does appeal to teens, both girls and boys.
Each year there seems to be some new “trend” in everything at the school I go to for everything.
From the guy, the girl, the bag, the shoes, etc. etc.
Even the “popular” gum.
It’s 5.
Everyone seems to have this gum now.
The packaging is really cool, and the gum lasts for a while!
julez
Feb 28, 2008 at 7:11 pm
I tried this gum and its very good and long lasting.It doesint last only 5 minutes it took me 30 minutes before the flavour stoped lasting.I like it a lot and even if it didint relly appeal teens its still good gum that any body can chew. And so what if its not appealing dor teens.Nobody cares.
briana
Mar 10, 2008 at 8:52 am
this gum is amazing !
johnr
Apr 10, 2008 at 6:59 am
have you tried the new elixer and lush
alyssa timberlake
Apr 14, 2008 at 8:56 am
omg i love 5 gum! and justin timberlake is so frekin hott!
Scott Feldman
Apr 19, 2008 at 7:16 am
Susan,
Can I contact you to discuss this packaging off-line?
Please let me know
Thank you
Scott
Susan Gunelius
Apr 19, 2008 at 8:24 am
Scott, Feel free to contact me. You can email me using the link near the top of the sidebar on the right.
vantasia
May 4, 2008 at 5:56 pm
what r ur nutritional facts on ur gum
WBHS Demon
May 6, 2008 at 11:48 am
I personally love 5 gum. I found the packaging great, and the design amazing. I carry a pack whenever I have one, especially to school. I’m a sophomore and there aren’t many things that keep me awake in school which is why I need this gum. If it weren’t for 5 gum, my grades would be horrible, and I would constantly get detentions. by the way Prezcott, I do share. The gum last long enough for me to give some to my friends and even some to people I don’t know. Wrigley definitely hit it right on the head with this gum.
Keri
May 9, 2008 at 10:54 am
As a teenager I can say that this gum does in fact appeal to the teenage demographic. It’s the sleek design and choice of colors that make it so eye catching.
miss.angieshen.com» Blog Archive » Branding your gum
May 11, 2008 at 10:48 pm
[…] See this article. What do you think? As a teenager, are you attracted to this gum packaging? Would you buy it because of it? […]
Montana
May 22, 2008 at 3:14 pm
Dear 5 gum company
have you ever thought of making a new kind of 5 gum?BECAUSE I have thought of a new kind of 5 gum you guys should make.The flavor is Lime.
Montana
May 22, 2008 at 3:16 pm
Dear 5 gum company i have come with a new idea flavor called lemon.
sean
Jun 24, 2008 at 9:47 pm
i just tried the new 5 gum flavors they very good get them and try them i think that they are very exciting flavors and also am allowed to chew gum at my school=]
colin
Jun 26, 2008 at 4:32 pm
hey i’ve been trying to figure out how to find the elixer and lush flavors, are they real, or even out yet?
Rosalinda
Jul 1, 2008 at 8:55 am
I’m 13 and I love 5 gum so much! My favorite is cobalt and it’s the best gum ever. I’ve gotten in trouble on a number of occasions for chewing it lol.
It’s probably just irony that the packaging looks like a pack of cigarettes.
COLIN- yes, elixir and lush are out (you can find them at fred meyer or walmart)
This gum lasts longer than the rest and has a stronger flavor. Sugar-free is a good thing too! It’s better for you! (hey that rhymes!!)
to Wrigley: thanks for the new gum!!!!!!!!!!! it’s the best!!!!!!!!!!!!
colin
Jul 5, 2008 at 10:59 pm
ok, but 5 gums website says that the only flavors are cinnamon, spearmint, and peppermint. so im still confused…
tatiana
Jul 6, 2008 at 3:57 pm
well, i love the gum especially the new lush!! but i agree, i dont think it stands out to teenagers as much as it does to the 20 somethings. my husband and i chew the gum all the time and i am 21 and he is 27. and most of our friends love it too and they are all 23 or older. and i read one of the other comments and when i saw the package originally i too thought it was cigarettes.
johnF
Jul 7, 2008 at 8:45 am
Has anyone tried the Stride gums? I love Always Mandarin. I think they taste better than 5, but that’s my opinion.
Jason
Jul 9, 2008 at 9:07 pm
I was surprised to see the two “new” flavors at Target tonight (I’m not sure how “new” they actually are) - it was the first time I’ve seen them. Elixir was only available in a 3-pack, but Lush was available in a single pack.
I am not really a fan of fruit-flavored gums (I don’t know if it’s psychological or what, but mint-flavored gums always seem to last longer and stay softer than fruit flavors), but I had to give this a try. It definately has an interesting citrus-y taste to it, and I have to say that I really don’t care for it much. Especially after 5 or 6 minutes of chewing, I thought it just started tasting nasty. It also smells VERY strong - I walked into my brother’s room and he could smell it, and I had the pack closed!
It’s definately a change from mint, and I think I’m going to try to find a single pack of the Elixir next.
Fitzman
Jul 19, 2008 at 3:19 pm
I chew Orbit BubbleMint. It keeps my breath fresh and the flavor lasts an unbelievable amount of time. Of course, I take 2 pieces at a time. I tried the Cobalt 5 first. It was okay, a bit better than before but no match. Just tried the Elixir and will stick with the pink Orbit. I don’t get it with the packaging. The insides of it must be better if they want future sales–the outside makes you wonder what it is.
Susan Gunelius
Jul 20, 2008 at 5:50 am
Fitzman, You make a really good point. I finally tried 5 Gum after all the conversation I’ve heard about it. The package does heighten consumers’ expectations for the product and brand. When I opened the package and pulled a regular old stick of gum out, I felt somewhat disappointed like there should have been something cooler or more unique in there. I tried the peppermint flavor and wasn’t overly impressed by the flavor or texture of the gum.
Ann Marie
Jul 21, 2008 at 6:29 am
Chewing 5 gum Rain (Spearmint) right now…. I am not normaly a gum fan, but I LOVE this so much. Good texture, amazing flavor and the flavor lasts so long I’ve been on this piece for almost an hour!
Crotchety McGee
Jul 22, 2008 at 9:13 am
They look like condom packages. Dead on.
Don
Jul 30, 2008 at 10:31 am
yeah there is elixir and lush elixir is in a purple wrapper an lush is in an orangish-yellow wrapper
my favorite out off all 5 is lush its tropical nad elixir is berry
Jacobs
Aug 29, 2008 at 9:49 am
ok this is more towards Prescott Perez-Fox. im a teen and i think the packaging is cool i love 5. MOST schools dont forbid gum and even if they do students can chew it any day. i think your dumb for saying girls chew more gum and that it doesnt get their attention.
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