5 Gum

We partnered with 5 Gum to relaunch their social presence and reposition the brand as a culturally relevant favourite for Gen Z. Our strategy focused on translating the brand’s “thrill” positioning into TikTok-native behaviour, building an always-on content engine that leaned into platform mechanics rather than traditional ad formats. Using reactive trends, distortion filters, green screens, fast-cut editing and creator-led interpretations, we exaggerated the sensory and emotional spike of chewing 5 in a way that felt participatory and native to feeds. The result was a social identity built around energy, escalation and shareable moments, shifting 5 from a legacy gum brand into a culturally fluent presence on TikTok.