The problem 5 Gum faced was that it had been too cold - ads of guys spinning on industrial gyros that ended with the tag 'this is how it feels to chew 5 Gum' - you might've seen them.
They actually did quite well in the States, but the campaign didn't land at all in the UK.
So we treated it as the gum you'll want on a night out - our teenage audience needed to see it as fundamental to the success of their evening - as essential as a splash of Joop in the Calvins.
Campaign was a huge success, improving both sales and awareness across the UK. Guess that sexy really does sell.