5 Gum: How to Completely Annihilate Your Brand Image
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- Опубликовано: 13 май 2024
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Today we're looking at how 5 Gum, one of the most memorable and iconic snack products of the late 2000's, drastically watered down their iconic ad campaigns to try and appear more relatable to young people.
Patreon: / slow_start
Second Channel: / @slow_start2
Music
By Your Side - David Luong
Happy-Go-Lively - Laurie Johnson
Cool Vibes - Kevin Macleod
Corduroy and Cheese - Piotr Pacyna
Covert Affair - Kevin Macleod
Film Noire - Kevin Macleod
Curious Notion - Terry Devine-King
Today's Diary - Chiro
And Now This - Felipe Adorno Vassao
0:00 Intro
2:10 5 Gum Ads
4:46 The Success of 5
5:30 The Fall of the Gum Industry
6:56 Changing 5's Image
8:00 The Rebrand
9:57 5 Truth or Dare
11:42 The "No Regrets" Campaign
13:25 Marketing Mayhem
14:09 Pandering to Gamers
15:07 Respawn Gum
18:12 5's Current State 
Приколы
Thanks for watching guys. You guys can get a great deal on Displate by using my link www.displate.com/slowstart or my discount code SLOWSTART to get up to 33% OFF until December 24th, 2023. I'm a previous customer of Displate and I couldn't recommend them more.
Why was this reuploaded?
Loved the video topic & how it was framed, but the way the Displate Ad was framed was a bit too cringe in the "don't know how to do something basic? they'll do it for you" sense.
As someone who has 4 lovely Displate Products, and have gifted 3 more, Imo it's just destructive to suggest that people who don't have something as basic as a simple set of tools have any business buying any decorations, let tools that'll help you better establish any space one has rights to throw up a Displate on
No idea, just noticed it myself but it's not letting me delete/edit either identical comment, rip
@slow_start You look a *LOT* like Pedro Pascal.
"You hate capitalism, don't you Squidward?"
I remember seeing the commercials as a kid and being almost scared by how mysterious they were: I literally thought the gum was too adult for me to chew.
I'm disappointed in you.
yep definately has those vibes
are u trans now?
Lmao thats so funny
Thought I was the only one.
Calling 5 Gum the "Axe Body spray of gum" is so weird but so accurate 😂
the holy trinity of middle school for me 5 gum, axe spray, and too much hair gel
I just remember beer rubber and cigarettes. Things got weird after the 80's.@@cruz5327
@@cruz5327 are u bald now?
Video earned a like the second that came outta his mouth. I felt those words in my soul.
@@CarbonComs absolute facts and truth 😂
"How it feels to chew 5 gum:"
(Slams door on finger)
"Stimulate your senses"
LOL
ok cybertruck owner
This is what blows me away. They HAD a successful meme format and abandoned it for everything else under the sun that failed.
@@metakn1ght??
i bought a bidet last month. im convinced thats what it feels like to chew 5 gum
My greatest regret which I will take to the grave is never learning how to bounce around on a giant speaker covered in ferrofluid. Don't be like me, start learning how to bounce around on a giant speaker covered in ferrofluid early, then you can enjoy bouncing around on a giant speaker covered in ferrofluid like I never got to. Stimulate your senses.
Those early "How it feels to chew 5 Gum" commercials had some of the coolest visual design work I've ever seen, even to this day.
I still don’t know how it feels to chew it though
@@bababababababa6124 Same 🤣
When I first saw one I had no idea what they were even advertising, and when I understood, it looked so alien and appealing. I definitely tried every flavor because of the ads making them seem powerful, and it helped that they were at their core very intense flavors regardless.
You’ve not seen much then?
@@RabbitEarsCh”alien and appealing” I will NEVER understand this, also are you really that easy to fool into buying stuff?
The phrase "How it feels to chew 5 Gum" has already made it into the pop culture lexicon. It has already achieved a level of universal recognition other brands can only dream of. The fact that they haven't noticed how that one ad has stood the test of time and remained in people's minds for nearly 2 decades, and they haven't capitalized on it at all? Insane.
Maybe it's better that way. They would probably just butcher that meme
how it chews to gum 5 feels.
gum gum
sense your stimulate
@@crybabyassassin1733 poggers? idk what im doing man sorry
@@cort76 here is your bleach sir
Capitalism failing the giga capitalists XXDDDD.
The biggest issue with five is their change in packaging... I remember 2012-2016 packaging was kinda of a banger. 10 sticks, fit in your pocket. Then they tried the chunky half sticks which was annoying because it fell apart in your pocket and the sticks felt like you needed 1.5 of them, and now they make small square gums in chunky plastic box thats extremely not pocket-friendly.
Yup, they were perfectly shaped, and sized at first. Return to form.
based veteran gum chewer
yeah, there original thin sticks were the best, great taste and fit in your pocket
Their marketing worked, too. Literally, everyone in my jr/high school chewed the stuff. I liked the cinnamon. It sucks that they were discontinued. Also, chewing gum while gaming isn't weird.
Aprearently, fruit stripes were also discontinued!?
@@mamaharumiFRUIT STRIPE DISCONTINUED? Ah he’ll nah
I’m surprised it took Wrigleys nearly a decade to start marketing 5 Gum to gamers. The packaging of 5 already had that sleek, black on neon colour aesthetic of gaming brands like the Xbox and Razor, and their original demographic of 14 to 25 year old boys and men already overlap significantly with the gaming community, so pandering to them just seems like a no brainier.
Remember the board meeting video, these people are out of touch
Trust me most people who play games fucking hate that neon shit, like me, it’s the dumbest thing ever, and no one would have fallen for it
Sad to see that a lying comment saying that the majority like it(they don’t) and that I’m the odd one out(I’m not) and that it sells(it doesn’t and never has or will)got more likes than mine, whole lotta dumbasses and young children in this comment section, no point in trying any more, nobody will agree with people who are factually correct anymore, y’all just prefer lies
@@majesticeagle5461That’s not even vaguely true lol RGB keyboards and PC components exist for a reason- they sell. Just because you’re the exception means nothing in the grand scheme of things. I play games and don’t really like neon stuff as it hurts my eyes, but my partner does and a lot of other people I play with enjoy it. It exists for a reason.
Also lucky that Razor didn't come up with their own gum first.
@@majesticeagle5461 You're the odd one out actually, normal people love it when their whole computer lights up. cheaper than turning on the overhead too!
this is literally the PERFECT time for them to go the nostalgia route and start using their old branding and advertising techniques.
They should just remake their old advertisements but make every person gay and black.
But.. they wont. They are so deep in the corporate whirlpool that is woke-ism etc its just impossible. Not that I got anything against that it's just... cringe... if companies use it.
@@Jokerboy1410 *black or chinese
@@Nosensev57 the post-2016 era of "woke" companies pains me so much. i think part of post-2016 progressivism (or "woke culture") is partly inspired by the companies that embraced things like gender equality, lgbt rights, racial equality, etc.. (which by themselves are great goals) early on in marketing. at that time, anyone even slightly left-leaning attached themselves to some social justice movement, so it was an easy thing to market to.
people have parasocial relationships with companies. when companies are pushing "woke" things that resonate with people that have more progressive ideas, people will become attached. it becomes easier for those companies to just keep feeding into such culture by enabling that mindset, and then marketing to the woke culture they influenced.
considering the amount of people nowadays who jerk themselves off over nostalgic shit, yeah, its actually perfect
Man i just know memes where its like "how it feels to chew five gum" and shows a pic of like a literal man dying from being on fire, are some solid memes
Here I am at 2AM, watching a documentary about gum
Don't care. Didn't ask.
@@redtarget5275 If you didnt ask then why were you listening?
11:27 am great way to start the day💀
When I met my now fiancée, I thought her eyes looked beautiful, like icebergs. But I also knew that she would have heard someone say that to her at some point. So what did I tell her? I told her that her eyes looked like what it felt like to chew 5 gum. She thought it was hilarious and we still remember it four years later.
5 gum. Stimulate your fiancée
thats funny
Great pfp
That's so cute
Nailed it😂
5 gum being the axe body spray of chewing gum is the most accurate thing I've ever heard.
That was so true
Good analogy there
For sure 🎉😂
They even used the same, in your face, bright colors
except axe is nauseating.
Yeah but 5ive is actually a good product
Never expected to see Pedro Pascal talk about gum for 20 minutes
Was looking for this sort of commentary. Wasnt disappointed!
If 5 Gum spices their gum with cocaine maybe I will give it a try.
5 Gum. Overstimulate
actually baffling how they fumbled the marketing. "how it feels to chew 5 gum. stimulate your senses" is so much more iconic than anything else they tried
Time progressed. What was in the 2000s is no longer. Remember, 2007 was our last good year. The entire world has gone to shit since then. I'd call it external influences.
@@RT-qd8yl nah
@@RT-qd8ylit was all over long before 2007.
@@RT-qd8yl what is bro waffling about
The could just re-play the OLD ads, which still look better than the junk ads.
As a 14-25 year old male status seeker in the 2010s, I've never fallen for marketing harder than I did with 5 gum. Up until like 2014, flashing that pack of watermelon 5 gum in any classroom in Australia gave you instant cool points. All the girls knew you fucked if you spent $4 to buy some gum at Coles
I'm noticing a bunch of fellow Aussies in the comments here, I guess we were a particularly lucrative market back in the day.
Also Watermelon flavour was objectively the best.
Im so sorry you were manipulated and mindwiped by the puppet masters of the corporate gum industry.
@@LORDZILLA_2002 it still is.. watermelon absolutely FUCKS
@@LORDZILLA_2002 lucrative? more like sheeple that easily falls for shitty marketing
Did all the pre-pubeschent girlies in your class get wet when they saw you chewing gum?
I think the no regrets campaign is like a consequence of not chewing five gum in an alternate timeline
I remember a popular fad at my school was carefully peeling the colorful foil off of 5 gum wrappers and then covering your binders and stuff in the foil
There was like a whole process to it
5 Gum rebranding itself to feel more unnervingly wholesome is something that's been driving me crazy because it seems that every old brand does it these days.
Everything becoming sterile and corporate. “Safe”
Can't stay edgy, innovative, and cutting edge forever.
"Old Brand"
It ain't even 2 decades old
kinda had to do SOMETHING to try and curb the sales decline instead of just sitting there and letting it happen yknow
Axe is like this now too, just to a lesser extent.
3 AM, watching Pedro Pascal's stunt double talking about 5 gum. Subscribed.
I have been looking for that name
Glad iam not the only one who thinks he look like Pedro :D
2am 😭
Didn't ask. Don't care.
@@redtarget5275 Did you get upset about a 3 month old comment?
I never saw any of the ads after the Stimulate Your Senses campaign, and was genuinely under the impression 5 Gum just stopped existing in 2014.
The truth or dare campaign is interesting. When I was in high school in the late aughts, we’d have to do a dare to get a stick of 5 off somebody, but that was because it was so in-demand that kids who could get it regularly had classmates begging for a stick all day. So it was pay $0.25 or do a dare. Only time I ended up in the principal’s office my whole school career.
With the gaming line…chewing gum is actually a good cheat for keeping anxiety low during situational stress situations, because your brain chemistry responds a certain way when you’re eating. So that would actually be the primary benefit to chewing gum while gaming, in my eyes. Doesn’t solve the smacking noise on the mic issue.
I have a sneaking suspicion that the dwindling gum sales are related to the fact that for teens and young adults looking for 0-cal, anxiety-reducing, stimulating, non-food options that don’t raise appetite, vaping is a way more effective and thrifty solution. In the aughts, so many teens I knew, including me, had EDs or were on some kind of diet. Gum or Coke Zero were big staples. If Elfbars had been around, I would have been slurping that shit down all day and night.
Also, all the millennials that were chewing gum in high school are scarfing Altoids and such now. If you need a freshen-up after smoking or eating, it just makes more sense. And it’s cheaper. Ain’t nobody got time on a 15 to smoke, eat, AND chew gum before going back to their doom cube.
I feel like millenials were a low point for nicotine consumption. When I was a teenager we had all seen the anti-smoking ads, and we only saw stuff that made smoking look cool in old movies. Vapes weren’t a thing yet. Many millenials had a grandparent or uncle who died from smoking related cancer.
But weed was still cool. And if you smoked weed, you chewed 5 gum and drank energy drinks like Bawls, SoBe, Red Bull and Monster.
Idk how the FDA and DEA didn’t regulate the shit out of vapes but here we are. They don’t seem as bad as smoking tbh but I’m not gonna spend money to get addicted to something.
@@rebelroar78 I think that's an interesting point. I was kind of out of the ordinary even as a younger millennial, because I actually was super interested in smoking tobacco. I couldn't even bum smokes off anyone until I was 17 in college, because nobody was smoking. I didn't realize how unusual that was for that age range until I saw the younger Gen Z kids prowling around their parents'/public ashtrays for halfsies and paying off adults to grab them smokes/vapes.
The crossover between weed, 5, and certain beverages was definitely there. I didn't notice the trends at the time, but I'd have to say that's accurate from what I saw. I was abnormally bohemian and was only ever interested in pot and tobacco, and later on more cerebral remedies. Made me more difficult to market to, maybe. I never had "go-to brands".
Weirdly, my family were more against smoking than the entire Truth Campaign, and nobody in my immediate family smoked. But I always knew I was going to. I don't think it was a rebellion thing so much as, the first time I ever caught a whiff of cigarette smoke as a kid I thought it was the best smell in the world. That was my first ever association with cigarettes. I didn't inhale any nicotine...just smelled it lingering on someone's clothes. Firsthand experiences always count for more than media and social influence, I suppose.
Altoids come in a cool metal pack also
@@logemcdoge4620 Damn right, it's our generation's version of those fkin round shortbread cookie tins that people always stored bits and bobs in
I went to high school in the late ‘00s and gum was ubiquitous. We also smoked a lot of weed.
Maybe I'm just being bitterly nostalgic, but seeing a product's marketing go from edgy, over-the-top, avant-garde, and mysterious to generic "how do you do fellow 20-somethings" isn't just lame, it's pathetic. Yeah they were just gum commercials, but they were unique and had some soul.
More companies should have learned from "Old Spice". Does any "Old Spice" ad after 2000 make sense? Nope. Do we all remember "I'm on a Horse."? Yep.
All I remember about 5 Gum is that episode of Smallville where a party with the corporate sponsor of 5 Gum puts its products in a warehouse that ends up with a crack in the floor and spills meteor rock energy into it, making anyone who chewed the gum gain some sort of power from the meteor rock.
@@animeangel1983 That's honestly so cool and genius by 5 Gum if they allowed that on purpose. Honestly never knee Smallville was sponsored by them 😂👌🏼...
Marketing is such a cool artistic profession, but with the exception of some rare talent people are so bad at it for some reason.
I guarantee the people who came up with the initial campaign wouldn't have let this happen. Sadly, people don't get credited with ad campaigns, faceless corporations do.
@@MiguelMedV Yeah it was one episode, pre-2007. Smallville ran from 2001 to 2011.
There's a reason for the million parodies of "how it feels to chew 5 gum"; it sticks in peoples' heads. It was so memorable because it was over the top, absurd, and different, while still hyping up the product itself. People aren't gonna want to make memes or even talk about ads of college students going to a party and chewing an unrealistic amount of gum.
"how it feels to chew 5 gum"
"HELP I CANT SHIT NO MORE"
I had a mod in fallout 4 that changed the end of combat sound to “ How it feels to chew 5 gum “
@@whydoesthisexist1184 5 gum, stimulate your ferrets
@@xaikken I need the link
This comment reminded me of my favorite 5 gum parody, the one that goes, "How it chews to five gum feels... Gum gum... Sense your stimulate." It's just so silly, especially when read out in the robotic male voice of the commercials. I looked it up to make sure I was getting the quote right for this comment, and it made me laugh all over again. Hadn't thought about it in ages- thanks!
I remember this gum for the packaging. I was in my 40's and it attracted my attention. I hadn't seen the commercials I just liked the design of the product.
You are clever and I hope you make a lot more videos. Great video. Subbed.
I never really thought about it until now but it's true- I've seen a lot of interesting looking "gamer" products advertised but then you can't find them anywhere. What's the point in trying to cater to a particular demographic if you don't actually make the product available to them?
Those OG ads had some real creative passion behind them, and I feel that's part of the reason it succeeded. People can tell when they're being cheaply pandered to. Those shorts were mysterious, engaging and just neat. You felt like you were watching a 5 Gum sponsored short film rather than a 5 Gum ad. In other words, the executives let the creative minds cook and they made a banger meal.
This
couldn't agree more. I always loved the dystopian feeling of those testing chambers. Probably why I love the Portal franchise.
'people can tell when they're being cheaply pandered to' -except for gamers. Which given the state of gaming, tracks real hard
@@Subjecttochannel Ugh, I know, right? I get asked if I'm buying GTA 6 by friends and I tell them, "Trailers mean nothing for games these days. I'm waiting for release."
@@Subjecttochanneli mean it’s been pretty good recently ngl
Never thought I'd find myself watching a video of Pedro Pascal tearing apart a defunct gum brand. Good video 👍
Was looking for this comment!
saw the face, immediately did a ctrl+f to see who else though this 😂
😂😂 was looking for the comment
I mean, it's not defunct, they still sell it.
I didn't know the name of the actor but I knew EXACTLY who u were talking about, googled it and it was him😂😂😂
This video is really well made. Production, research, editing, your personality, everything.
You are going to go far my man 💪😁
Ok this channel was such a great random find, I’m so happy this popped up in my recommended feed. Legit great work and editing.
Their flavors always had a sort of "sting" to them that really drove home the cold, industrial look of the advertising and packaging. It was like you got some cologne on your gum but for some reason it was actually favorable. Losing sight of the strange futuristic industrial branding of it really was a terrible mistake.
I always chalked that up to the placebo effect
so i wasn't just imagining that? cool, idk what poisonous chemical they mixed in, but i want some of it in other stuff.
citric acid
I don't know if it was real or just due to the expectations given by the packaging and ads but they did seem to have a stronger kick to the flavors than other gum. I chewed 5 for a long time before eventually switching back to Extra because it was cheaper and didn't seem noticeably different anymore
Those first set of ads were legitimately iconic. It's funny, I don't ever remember seeing a 5 gum ad apart from those.
You “don’t remember”, which is a worse condemnation for an advertisement than anything in the video itself
I'd agree, but then I remembered my TV viewing dropped by like 99% with the advent of streaming, and the fact that I'm playing games way more than I'm watching shows and movies. So any new ad campaigns to follow 2012, I missed out on completely.
@@mallios13it actually kinda makes sense for their tv ads to be geared toward older people. I havent watched a tv commerical in years
Before this video I assumed that the "Life Happens in 5" slogan was another company parading around in 5's corpse.
@@KaylaMarie_sure, but there's TV style video ads in streaming and live streaming too, now
"How it chews to gum 5 feels".
"Gum gum. Mmm"
"Sense your stimulates."
This has been popping up in my recommendeds for what feels like forever (though apparently less than a month given the upload date), but I am very glad I did wind up clicking on this
What Wrigley's need to do next is embrace the meme, because that's the one thing that actually gave them the best publicity later on in the years.
I can't *COUNT* how many "How it feels to chew 5 gum" compilations made me laugh my ass off back when i was a teen, that's where the money lies.
I don't know how they *didn't* tie back into that marketing era with the React gamer flavors
How it chews to feel gum 5
Yeah I think so too. Bring back the original flavors, ads and packaging or make something brand new that very obviously ties in to the meme.
its actually a plague all across the economy where a company would have weird and surreal commercials that were wild and over the top but all around FUN! and MEMORABLE! then 2010s rolls around and suddenly all the cool companies start this try too hard to be "relatable" marketing campaign
Yeah, it definitely reflects those broader trends, when the 2000s had a lot more general individualism going on, and creatives had more leeway to produce outside-the-box ideas. Not total leeway of course, but an amount that looks impressive now.
It's definitely the kind of shift where you can tell that the marketing went from being designed by people in their 20's who lived on the streets their whole lives and finally got a big break to release their creativity in the 2000's and early 2010's. To now being made by millennials who have rich parents and gave them the job through nepotism and that spoiled millennial kid has absolutely never seen a life outside of a cushy California house, but they'll absolutely tell you that they know better than you on what people actually enjoy and what they like to see.
@@JimMilton-ej6zi except millennials are the ones who lived in the mid 2000s as teens and are the ones having nostalgia for the more creative commercials.
this is more like someone older than a millennial becoming a newly promoted high level corporate executive but becoming so out of touch with what "the cool kids" actually like that they try to make a campaign based off a stereotype of what they THINK a spoiled millennial kid getting out of highschool or going through college would like
@@JimMilton-ej6zi gotta remember this is executive level nonsense we're dealing with here and has nothin to do with any artists that may have made them
@@gusty7153those newer ads had gen x written all over. You're right. Millennials aren't making those later ads at all. Those style ads are way more wtf than what we saw.
14:05
TBH the packaging always said “gamer”. It just has that style of a razor product or something. GAMER GUM
Edit: Damn I was just joking about it being a razor product
This channel is massively underrated. Good work, buddy 🤙 keep it up
ive never thought about this before but as a 2000s kid it DEFINITELY feels like gum was a significantly bigger deal in my childhood than it is now
It's all about what, when and how the media shoves it down our neckpipes... xD
Children now vape to feel cool lol
Yea. The only time I chew gum now is on the weekends when I go out. Making sure my breath doesnt stink. As a kid, its almost like it was fun to chew gum for some reason?
yeah because chewing gum in school wasn't allowed. as we got older, teachers, lecturers and bosses stopped caring
I think the fact that I still see "How it feels to chew 5 gum" memes to this day shows that it's the superior marketing campaign.
how it chews to feel 5 gum
@@tobster9567*man gets kicked by a horse
5: stimulate your senses
It's incredibly frustrating that he didn't even mention that campaign at all come out since that is quite literally the most famous and still relevant campaign lol
@@coltentackett892 Gum Gum
@@coltentackett892if they did this officially I would start buying it again
you seriously make the best videos. I wish we were friends in real life. you're so relatable.
Just watched a bunch of your videos, your channel is amazing. As a 90's baby, watching your video on 5 gum was a fun walk down memory lane
As someone who was part of the target age group at the PEAK of 5 gum's popularity, this was such a trip to watch.
Would get hype at new flavor drops😅
React and React 2🤯🤯
I remember having some 5 gum myself when it was at its prime. It sure was a stimulation to the senses and the commercials got my brother and I into it. Kind of a shame to see this brand take such a deep dive into obscurity due to the marketing flubs.
Same xD
You were the coolest kid in class if you had a pack of 5.
Stride was a close second though - that was another fun 'new' gum brand, but went the silly advertising route, if I remember, not as ~experiential~ as 5.
As a visual effects artist, I appreciated those original commercials for the incredible VFX work on display. I don't know what company did the work but at least one of the spots was directed by John Favreau. My suspicion is that they were incredibly expensive and lengthy to produce. Could that have led some executives to say it wasn't worth the money to continue? I have no data, but I strongly suspect so. They were great spots, though, and will live forever in memes. Thanks for letting us all know what happened!
I guess they fired or laid off original advertising team and then people who came after had zero idea on what they were doing, trying various random stuff without even thinking whether it makes any sense at all. The fact this brand was at some point a worldwide recognizable meme and they didn't capitalise on it shows it well. It needs a special level of incompetence to achieve something like that
@@czwarty7878They clutched defeat from the jaws of victory. You gotta be super special to do something like that.
They weren't paying for the ads with profits from the gum, they were investing in their new product. When you actually have the product's profits realized it becomes hard to justify paying 5 million for a commercial when an executives film school nephew can do one for 6k
@@biltrex Fellow Lowko viewer? That's the only place I heard that before lol
@@weplaywax Those commercials were made in the 2000s. They were far more expensive to produce than they would be today. The cost for the campaign probably hit the millions through labor alone
That discord call had me cackling, great video
I have autism and never understood these ads for that reason, and was never much of a gum chewer, but by God, did those ads still make me notice and want 5 gum. It reached for me at the supermarket. It caught my eye at the convenience store. I was so excited to get some pocket money and buy some for the first time. The ads confused the hell out of me, on a level so deep, and yet, I still suddenly found myself caring about, and finding gum cool and alluring
I remember in the late 2000's when 5 gum came out. It didn't matter how lame, nerdy, poor, or generally uncool you were, all it took to jump to the top of the cool list was to pull out a pack of 5 gum in the classroom and pass a few pieces around. People would crowd up and offer anything they had, especially food, just to get a few pieces. Monster energy drinks, Axe body spray, and 5 gum were the epitome of coolness in high school.
I remember having all that. Except it was around my Jr High era. Between 2009-2012. Axe spray, however, was actually meta in my Jr High school back then.
Idk at least for myself axe was not cool even in middle school. 5 gum was though
@OscarUnrated Yeah girls made fun of the kid who doused himself in AXE. I just couldn't breath around him 😂
Axe was pretty popular with middle schoolers which is why it was considered cringe when you got to High School.
i remember needing to hide my gum and had a select group of friends that i shared with. to anyone else who asked, i ran out
I liked 5 gum when it first came out because the ads and packaging made it feel like it was the Matrix of gum.
wow. I was easily pleased as a kid.
I actually thought the flavors were pretty interesting and went well together with their then kind of "alien" marketing.
This is the perfect video to start my day with
Cute guy ✅
Niche topic ✅
Target demographic ✅
Banger editing ✅
Mustache ✅
better ad for 5 gum than the actual ads for 5 gum... great stuff, my guy
"14 to 25 year old male status seekers" was me. And I'm ashamed to say, their marketing worked. And I bought a lot of this gum. I was a Cobalt guy.
I remember seeing them in supermarkets when i was younger my favorite was the watermelon, but the older i got the harder they were to find, and now after graduation they just arent sold, like at all, atleast in my country, i go to five shops, and in none of them are they sold
Elixir myself. I used to sell it at school for 2$ a pack because I could buy it in bulk with my family's Sam's membership
@@irBribe And that kid grew up to be Elon Musk, gum mogul.
worked on me. saw the ad bought it a few times
So you went from no gum chewing to buying this one brand and flavor exclusively because of the commercial?
How old were you at the time
Did you go out of your way to let people know you had it?
I’m genuinely interested in how this worked and have always been fascinated in marketing but never talk to people who say it worked
Were you also into WWE or 4chan or were you to young at that time?
I'm pretty shocked at how insulated the rock I've been living under is
My mental image of 5 Gum was still the original hyper-intense image before this video, all these re-brandings completely flew under my radar
Same
Same, I see it at the store, and I just think of those old commercials. I never knew about the newer commercials.
That just goes to show what a bad job the later marketing campaigns did, lol
@ericeaton2386 incredibly good point lol
Awesome video bro so much effort goes into making these good job
Entertaining video about a topic miles from my lived experiences. I don't recall seeing any of those ads because I very much go out of my way to not watch ads, and they are still just gum. Can't imagine wild ads would matter now, since its still just gum.
The edgier gum and names were one thing but its really the packaging that made it stand above the rest. It was in a sleek black foldable packet. It had such a thin and chic design, it was both the gentleman's and edge lord's gum. Till this day I prefer it due to size, compared to Dentyne's box o gum and mentos fat jug.
I loved 5 gums. But now in Europe you can only find it in cubes, not the bars it used to come in. Which not only makes the package far more unconvinient, but also the taste seems way less intense and shorter lasting to me. That's why I abbandoned it. I still miss the old packing and flavours.
@@kakiho6981 Can still find it in bars in Romania. But I prefer the cubes, because they hold more and are more cost effective.
cool it with the anti mentos fat jug remarks
Fyaaat, Juggo
@@kakiho6981 I actually still buy it in those big packages. It's perfect for raves in my opinion: It has flavour and there are plenty of them 😄
I remember they used to be so packed with whatever made the flavor that it was damn near an air freshener and coated the inside of my bookbag with the smell of "Cobalt" or "Elixir." I don't care how ridiculous the early ads were, I'll never forget them. "How it feels to chew 5 gum...Stimulate your senses.." is our sleeper agent activation phrase.
Nowadays a few mins and the hint of flavor goes away, and the gum disintegrates on your mouth
I tried it personally with Strawberry Flood and it took a long while for the gum to lose it's flavor plus it didn't disintegrate in my mouth, maybe you got sold a expired set of gum?
I used to bring 5 gum to school and I swear the smell would have people coming to you like sharks 😂 I once took a peice out and the girl sitting in front of me turns around and goes "do you have gum?"
The fact that you wet your hair for the eel riding segment shows a passion I greatly admire.
that's a really great video on a really great channel, I'm glad I'm a genius and the strongest human ever and to have discovered this wonderful channel
never thought id ever watch a 20 minute video about gum and thoroughly enjoy it
thats an accomplishment
I knew I would but I wasn’t expecting “we have Pedro pascal at home”.
and then to be hit with that closing statement "they need to remind us 'How it feels, to chew 5 gum'" 🤩
It's certainly something to chew on.
Especially since I'd never heard of 5 gum before now
My favorite thing about 5 Gum in school was how the foil wrappers were cooler looking than other gum's foil wrappers, and seemingly easier to peel off of the inner backing too. I'd used to always try to peel it off in one piece, and then it would readily stick to things like pens, so I'd wrap pens, mechanical pencils, etc. up in bright shiny blue or green foil.
Holy crap. Memory unlocked. Yeah I did this too and decorated my crappy little mp3 player with the colored foil. I wanna say the other two original colors were gold and hot pink.
We all had the same childhood
My siblings and I would make shapes out of the foil part, stick it to our bedroom walls and try getting the wrapper as smooth as possible lol
No lie, that would work on me and I'm far outside their target demographic.
Memory unlocked here. People at my school would wrap them around their teeth and used them as grills lmao. Myself included. Was some dumbass kids
My first video I've seen of yours and I'm a fan! Well researched and very well edited!
Those old 5 commercials were honestly sick and now Is the best time for 5 to bring it back
i don't and will never understand why brands almost everytime without fail will go through 3 stages in their lifestyle
-making unique product that draws in specific fanbase/consumers
-changing that product to match the rest of the market as "that's what they're doing and they're making money"
-losing their uniqueness, not spreading out to the rest of the market (as the rest of the market already is what they're trying to be) and driving away their customer base
happens to damn near every brand that isn't selling fruit or furniture and i dont know why
Right?? The amount of brands sacrificing identity for "broad appeal" is just a sure-fire way to alienate your initial, most invested customer base. I didn't play Halo because it "appeals to the masses", I played it because I liked it for how unique and different it was. There's a difference between experimenting to keep your brand fresh vs completely switching gears just to grab some extra dough from "thuh public". Your most loyal fans see through this like it's glass, and all you do is drive them away, losing your foundation.
But they did none of those three things. They sold the same thing that has always been available on the market - gum, and they sold the same gum for over a decade with hardly any change to it. There was no unique product. The product wasn't changed. There was no uniqueness to lose.
Your entire comment illustrates what's wrong with consumers. You don't buy products. You buy an advertisement.
Success leads to investors who want infinite profits and change
@@Evan-tp7ur You are right and almost 90% of the time that change leads to instability and a brand collapse that never recovers.
square enix did this with final fantasy@@VorpalSlade
I love to watch Great Value Pedro Pascal explain the history of a product that I as a non-North American have literally never seen in my life!
Pascal is overrated . This guy kills 😂
Huh? It was very popular in Germany
OMFG, I'm not the only one seeing it. I was going to comment on Pedro's younger brother.
Mans hit him with the Great Value 💀💀💀
all I see is Agent Pena lol
Can confirm. I've neither seen nor heard about literally any of these adds past the 'how it feels to chew 5 gum' section. I remember loving the stuff back then, that advertising worked like a bomb. Swerve especially, as you said 'the fuck does swerve taste like???' Delicious that's what. Shame that they KO'd their brand.
Leaving that unmentioned until your final line is a true work of art
It would have been so easy for them to do a gamer gum by combining "how it feels to chew 5 gum" with cool/exhilarating sequences from existing games.
Would've been kinda cringe ngl, companies need to stop thinking they're cool or "hip" when they're including gaming
@@Kain1805 exactly ahhaha, gaming is the opposite of cool or hip, they should show a fat guy with poor cardiovascular health smacking on some gum while he's playing honeypop with his pants off
Imagine if they marketed one of the flavors as somehow, accurately portraying waking up in a horse-drawn carriage with a blonde buff guy telling you, "Hey, you. You're finally awake."
@@RdTrler It tastes like cheese.
This is why we aren't in charge.
I remember 5 having such a meme factor in elementary/middle school. Kids would often yell “how it feels to chew 5 gum” before doing something stupid/intense/silly like using a can of axe body spray and a lighter as a tiny flamethrower or jumping into a cold lake in January or flushing a toilet. It was pretty funny, and it pretty much petered out and stopped around the same time the commercials changed from the over the top sci-fi experiences to pandering to youth
I think Vine extended its life a bit but after that died so did the meme.
'How it feels to chew 5 gum' what a genius line that just pulled me back x amount of years.
great video!!! you deserve some million subscribers, I‘ll start with myself subscribing your channel.
I loved 5 Gum back in the day.
Not as actual chewing gum, but because the colored foil wrappers were great material for art projects.
Those foil wrappers were also part of my survival kit, when you short the foil across a 9-volt battery the whole thing bursts into flames and it makes a reliable, shelf-stable firestarter that even works when wet.
would tear off the colored foil then sell the paper to the stoners as rolling papers 🗞
The nostalgia of seeing 5's old, over-the-top marketing makes me fondly remember that era of my life. Call of Duty, Halo, 5, even things like Bionicle, all held a truly unique kind of carefree but awesome style that's been completely lost nowadays with the push for "down to earth" and "relatable". Ugh. There was truly nothing else like the 2000s.
Except the 2010s
Do you mean advertisements or in general? There's been plenty of good shit since then homie you just gotta look and not wallow
@@CrabSpuyea how’s any of that going now ?? Way more less expression in art movies tv and no innovation we been on the same iPhone basically for about 10 years my dude …you gotta dig to get value entertainment
@@Madanth0ny lmao as long as you keep buying these shitty iphones, apple isn't gonna change anything about it. switch to a good phone brand.
I want to add the early Transforrmers movies to the list
Your mom picking that llama is just perfect. Every guest will have a mini-conniption when they see it.
I love finding videos that are better than I expect. 🤘🏽
That commercial with they guy laying on the metal balls really got me as a middle schooler. I was convinced that chewing the cobalt flavor was the most minty refreshing sensation man could experience. Even today when I rarely chew gum, it's always 5 Cobalt if I do get some.
I consider myself pretty savvy when it comes to ignoring advertisements, but 5 Gum wriggled it's way into my brain and never left
Wriggled hehe
Not trying to advertise a bad habit but the day I tried Skoal mint all mint gum became irrelevant ... The only gum I chew now is cinnamon flavor
I'm 40 now and I still buy the 5 Rain flavour of gum.
The "Stimulate your senses." Meme Era was the best thing for 5. Hell, that and the fact that the simple black/tech edge design of packaging that went with the ads so well. It's why I only chew 5 and NEVER knew about their fall or any other type of ads outside of that era.
fucking same, those memes were top tier
ERA!!!!!
I CAN'T HELP IT!!!!!!😭😭😭😭
@@johng3752 lol I fixed it.
Honestly they could bring back the exact campaign and the nostalgia of it would guaranteed drive sales. No question.
I’m literally in tears… at the video of the discord chat. 😂😂😂😂😂 so funny. Oh love it man. Love it.
I’m 27 and female. My entire high school years were filled with nothing but 5 gum and it’s still the only brand I’ll consume. It had the best long lasting flavor, and as someone who would forget I was chewing it which meant I’d have the same piece of gum in my mouth for 8+hours sometimes, this was important lol. It was also the least likely to break apart in my mouth over time like some did. Let me tell you, nothing was more disgusting than a piece of orbit gum disintegrating in your mouth. It got so gritty and bitter…*shivers*
Wait, one time when I was younger, I had gum disintegrate once and I never knew this was a thing that happened so I've just been carrying that trauma 😭
I've never tried the gum. But now I'm curious to see how good it is.
I actually do chew gum while gaming because no crumbs and doesn’t carry the risks of emptying an entire bag before you realize it like other snack foods. That being said, 5 gum is probably the single worst gum for gaming because it loses it’s flavor so quickly. Long lasting flavor is the single most important quality for gum to chew while gaming or working. Softer gums also are less noisy, which 5 gum tends to be pretty stiff in consistency too.
I remember 5 Gum being the longest lasting flavor in its glory days. I hated gum because the flavor only lasted a couple of minutes, but I remember chewing 5 Gum for an entire class without it loosing its flavor
I'm also in the camp of loving stiffer gum
I really enjoy gum. Biggest reason I stopped using recreationally was how expensive and short lived it is. Can you recommend a couple common varieties that lasts long?
Yes please! Any recommendations?
@@blake7297 Haha... Thrills comes to mind. It lasts a whole day, as long as you can get past the fact that it tastes like soap...
Apparently that's the reason why it actually sells. Because the flavour lasts a long time. Although, personally, I feel like I'd have a better experience chewing on a stick of cinnamon.
@@RogueAstro85I can confirm. In my country when it first hit the market it was the best because the flavors were new and different from others and they lasted way longer. That changed after a couple of years and now it ended in obscurity.
ooo the ending gave me chills. what a great video
How do you only have 124k subs ??????
Videos are top quality dawg 💪🏾‼️🚀
I think smokers fueled a lot of the gum purchasing; less smokers, less gum sold.
Good point; would be interesting to see the correlation.
People with adhd and tonsil stones keeping the market afloat 💪
It was also just like smoking was the "Cool" thing on shows and cartoon so when that stopped being a popular character trait that also had an impact as kids wouldn't see it as much in the late 00's into the 2010's as you would have before. I can't even remember the last time I saw a bubblegum joke now that I actually think on that.
Dunno, what about more ex-smokers, more gum sold? I know I needed something to replace smoking with when I stopped.
@@BejeodiehrubridjehfoekdjriwknrThe 3 things that most smokers would consume to try to quit Cigarettes was gum, nuts, and fruits.
Then in 2017 E-cigs became a thing.
The biggest irony is there are 10 times more smokers in 2023 than in 2003. 75% of those smokers are cannabis smokers and 25% are E-Cigarettes smokers. There are less people born post 1990’s smoking regular cigarettes and are smoking the slightly healthier to decently better.
They had it right the first go around. I remember more than a few times joking with friends and saying "HOW IT FEELS TO CHEW 5 GUM" after doing some stupid stunt or sitting in a massage chair or whatever, that phrase and the thrilling visuals was the gimmick and to sway from it wasn't ideal. To keep people you need a quality product so I'd say from there it's just about the flavors. I haven't chewed gum in a while but I remember getting the Cobalt (Peppermint) flavor a few times back in the day and it tasted generic but good. The Limited Edition kinda flavors were pretty nice and different and I'd try them here and there, those were the most enticing (I don't chew gum often so enticing is a bit of an exaggeration but if I found one that tasted good enough maybe I would)
in 2010 me and my friends were the perfect target audience for 5Gum and it worked. And in addition to that you could actually buy the god damn gums. Today I looked up where I can buy the Respawn branded ones in Germany and there doesn't seem to be a single store who sells them. Meanwhile all the other gums that were around in 2010 are still around in 2023. I would have really loved tasting some of my favourite old 5gum flavours. Well its kinds sad they drove the brand against the wall
@@Chrissi33004sadly, 5gum seems to be one the way out everywhere, I haven't seen any of it in any of the gas stations/convenience stores around here in the U.S either.
Unironically the best ending of any YT video ever.
The last 30 seconds of the vid is the best 5 gum ad.
Honestly, I'm happy that gum is behind us as a common cultural phenomenon. I haven't had the displeasure of accidentally touching a mountain of old gum clinging to the bottom of a table or similar surface in a while.
Still alive and well at some public libraries in case you’re feeling nostalgic 🫤
when i was in middle school i used to feel under desks for a fresh piece of gum and roll it around in my hands imaging that a hot girl put it there and i was getting her saliva all over my hands and i was basically making out with her.. anyone else do that?
@@Window4503 It's mostly vintage gum but occasionally you get that fresh off the factory floor feeling of still sticky gum. It's disgustingly nostlagic.
i miss free library gum }:
all that old stuff just doesnt taste the same and its harder to crack off and chew@@Calvin_Coolage
I remember being absolutely sold on 5 gum by watching those original adverts. "How it feels to chew 5 gum", such a simple and brilliant advertising campaign and I love how you intentionally didn't say it until the end of the video for more impact.
5 was so popular, kids would crowd you in school if you had a pack
hey great editing, i just started learning how to edit videos and i was wondering what you used to edit? i really like the style and think its really good!
I could even imagine a new "How it feels to chew 5 Gum" ad leaning into the nostalgia too. Chewing the gum isn't just a physical sensation, but it transports you back to when you were a kid, seeing the old ads on a CRT TV
the fact that the "how it feels to chew 5 gum" is still stuck in my head and sometimes i see memes with it is a testament on how successful it was but, now i forgot the gum even exists
I think this needs to be a new trend. Every time you are in a picture just grab the closest thing you can find with a brand logo on it and hold like you are sponsored by them 😂😂
To this day, I only know five gum by stimulate your senses. this is just a lesson to not reinvent the wheel.
Context: I’m Aussie.
I always wondered what happened to five gum. I distinctly remember all the ‘stimulate your senses’ ads when I was a kid, and I really liked the gum. Was my second favourite brand. I never realised that it had faded away until I think early/mid 2021 I heard it was making a comeback, or something. I’m not sure, as I still hardly ever see it.
Yeah I did too! It was one of my favorite ad campaigns as a kid and then I realized I hadn’t seen them in years.
In a gum I just wanted the strongest spearmint I could find, even if it died alot quicker for the initial intensity. I think 5 was the best for that.
I need to know what your first favourite brand was in that time, I won’t be able to sleep until I know.
I'm American so I still see it around but almost don't even realize it exists. It used to be my favorite gum as a kid. Part of the issue for me though is being an adult now I've swapped the gum for potentially more health adverse habits. For example nicotine pouches. Kinda sad but even on a flavor scale the pouches have stronger and longer lasting mint flavors. All this being said maybe I just need to start chewing gum again and drop the other habits but gum just doesn't have that same allure it did as a kid. I find if I chew gum now it's a rather disappointing experience as about 10-20 minutes in it just feels like chewing on wet tasteless rubber.
@@Thesilverfist62 we still have it in Australia lmao, I dunno what the video is talking about it being discontinued, I can go to the store right now and buy like 5 - 6 flavours of it.
At least Wrigley finally did make 5 Gun edgier again, throughout watching this video I kept thinking going from the teen-early 20s market of “Simulate Your Senses” to the gaming-focused “Heighten Your Senses” couldn’t be more natural for the brand in a way that keeps its very unique niche
They should have just had the commercial go something like this… “hey old people! You’re gonna die soon! Why not go out with 5 in your mouth instead of your dentures…..”