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Brief Published: 10 May 2011

The 5 Experience


Chewing gum manufacturer Wrigley has launched a series of interactive experiences to promote and market its gum brand 5.

Based on the five senses of touch, sight, hearing, taste and smell, the experiences encompass gaming, music, film, art and fashion. Starting with The Nightjar – an interactive gaming app that sees players navigate through space using only sound to guide them – the experiences turn Wrigley into an entertainment company as well as a confectionery brand.

The Wrigley website details the events and projects, but also includes an informal blog which works in conjunction with the experiences to build a contemporary image for the brand and further immerse customers in its world.