ASIA-PACIFIC – SYDNEY, AUSTRALIA – MAY 6, 2011 – "It’s not often that an agency gets to create a new product, let alone something as amazing as 5X Mutant Flavour Gum," said OMD Sydney strategist Alex Houghton. In collaboration with the media agency, Wrigley’s 5 gum has released the Limited Edition 5X Mutant Flavour Gum available this month in Australia and New Zealand, coinciding with 20th Century Fox’s new cinema release X-Men First Class.
X-Men and 5 gum fans can join the First Class by creating their own unique mutant alter-egos from millions of combinations at www.5XMutantGum.com, then battle each other’s mutants to win incredible money-can’t-buy prizes. Every pack of 5X contains a unique code which can be used to unlock more mutant powers.
The immersive website is the core of a multimedia campaign which includes digital, social, cinema, TV & point of sale. The campaign is a collaboration between three agencies: the 5X idea and communications strategy, including the product concept, were conceived by OMD Sydney; Soap Creative is delivering the creative campaign, website and social strategy; and The Saltmine Design Group is delivering the branding, packaging, point of sale and promotional fulfillment.
Of this world-first collaboration, Wrigley Pacific Marketing Director Andrew Leakey said, “5X is Wrigley Australia and New Zealand’s most innovative & ambitious campaign to date, and is designed to further boost 5’s credentials as the most progressive youth gum brand in the world.”
In cinemas on June 2, X-Men First Class, charts the epic beginning of the X-Men saga showing Professor X and Magneto as young men, and the events that turned their friendship into a legendary rivalry.
CREDITS
5 Brand Manager: Craig Harkness, Wrigley
Idea & Communications Strategy: Alex Houghton, OMD Sydney
Business Director: Ben Sjögren, OMD Sydney
Digital Agency: Soap Creative
Digital Media Strategy: Tom Rolph, OMD Sydney
Digital Media Planning & Buying: Laura Field, OMD Sydney
Design Creative Director: Kath McLachlan, The Saltmine Design Group
Design Senior Account Director: Amy Anderson, The Saltmine Design Group
Design Account Manager: Rosa Jacobsen, The Saltmine Design Group
Retail Activation Director: Kate Skelton, Wrigley
20th Century Fox Head of Promotions: Kate Nicholls
