Mars Wrigley and Energy BBDO are bringing a new kind of sensory overload to social media, and they’re letting TikTok fans lead the charge.
The latest chapter in the brand’s legendary “How It Feels to Chew 5 Gum” campaign channels the internet’s strangest, funniest, and most unhinged fan reactions into a surreal co-creation series that feels equal parts meme, art project, and animated fever dream.
Titled the Co-Creation Series, the 12-part social campaign transforms real TikTok responses into wild, sensory-driven animations that show — quite literally — how it feels to chew 5 Gum. The results range from “becoming a human air conditioner” to “smashing a watermelon so hard it breaks reality.”
The idea taps into Gen Z’s love for remix culture — the way they turn brand nostalgia, absurd humor, and digital chaos into something uniquely their own. Look below:
“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 and 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.”
“Sometimes the answer lies in the space your brand occupies in culture,” adds Josh Gross, Chief Creative Officer at Energy BBDO. “For 5 Gum, that space just happened to be a bizarre and hilarious corner of the Internet.”
By turning fan reactions into animated sensory experiences, Mars Wrigley and Energy BBDO prove that the best way to reach today’s audience might just be to let them take the creative wheel — and show the world, in their own words (and memes), exactly how it feels to chew 5 Gum.
CREDITS:
BRAND– Mars Wrigley
- Chief Brand Officer – Rankin Carroll
- Chief Marketing Officer – Gabrielle Wesley
- Head of Brand Marketing – Maria Urista
- Brand Director – Ashley Gill
- Brand Director – Adriana Madiedo
- Brand Manager – Viditi Shah
- Brand Manager – Erin DeAngelo
- Content Producer – Michael Kelly
- Media Director – Ray Amati
- Media Manager – Samantha Sramowicz
AGENCY – Energy BBDO
- Chief Creative Officer – Josh Gross
- Managing Director – Daale Carter
- Business Director – Lucie Lavrard
- Account Director – Amelia Giebel
- Account Supervisor – Antoinette Weedor
- Project Manager – Audrey Thames
- Strategy Director – Julia Hodson
- Strategy Director – Chelsea Henricks
- Creative Director – Ze Baldin
- Creative Director – Gabriel Barrea
- Copywriter – Peter McCormick
PRODUCTION COMPANY – Omnicom Production
- Executive Producer – Jeff Davis
- Producer – Anthony Grossman
PRODUCTION COMPANY – Hornet
- Director – Jay Asavabenya
- Director – Jin Jindawitchu
- Executive Producer – Jo Arghiris
- Producer – Greg Behrens
- Producer – Kaewkalaya Emphandhu
- Producer – Ravikan Tatiyasuk
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