- Mars Wrigley’s 5 Gum has teamed with Grammy-winning artist Zedd to host a secret rave inside a New York City bodega, in response to a press release.
- The rave, which will likely be held Aug. 22, will only be open to the primary 25 fans who’re capable of decipher a series of hints dropped on the brand and Zedd’s social media channels, along with following clues hidden in plain sight that help discover the placement.
- Those who find the party spot will likely be offered a glow-in-the-dark 5 Gum x Zedd pack as their ticket to the rave. (*5*) can even enter for a probability to win $500 for tickets to Zedd’s upcoming tour via a sweepstakes running from Aug. 26 to Sept. 6.
Since its introduction in 2007, 5 Gum has billed itself as a product designed to “stimulate all five senses.” The multisensory stimuli of a rave, complete with light shows, loud music and hot crowds, covers not less than just a few of those bases, offering overlap between the brand’s target market and Zedd’s fans.
“We know that 5 Gum and Zedd fans alike are known to embrace the joys of a recent adventure, so what higher approach to try this than getting the prospect to be one among the few to uncover and attend such an intimate, unforgettable experience with a world-renowned DJ,” said Maria Urista, vice chairman of gum and mints at Mars, in a press statement.
To find the key location of 5 Gum’s gathering, consumers might want to follow the social media hints dropped by Zedd and the brand, in addition to decipher clues hidden in plain sight. The first 25 individuals who make it to the bodega on Aug. 22 will secure special glow-in-the-dark packs of the gum as their ticket to the show.
Beyond the audience alignment, the performance guarantees the cache of exclusivity. In addition to only admitting a handful of people, the show is anticipated to incorporate recent tracks from Zedd’s upcoming album, “TELOS,” the artist’s first in nearly a decade. The full album drops on Aug. 30, meaning fans may have a sneak preview of lots of its contents.
The stunt contributes to the third consecutive yr of 5 Gum’s efforts to immerse fans in music experiences. In 2022, the brand partnered with singer Yungblud and jeweler Greg Yuna to create a line of luxury jewelry crafted from individual pieces of gum chewed by Yungblud during his 5 Gum-sponsored U.S. record store tour. Last yr, the brand worked with lyricist and performer JID to honor the fiftieth anniversary of hip-hop by making a track that was packed with audio references from five of the genre’s most influential albums.
In a presentation on the Association of National Advertiser’s Masters of Marketing conference last yr, Mars Wrigley North America CMO Gabrielle Wesley explained that the music-forward approach — particularly the partnership with Yungblud — was a part of the brand’s technique to appeal to younger consumers who’re craving authenticity from brands.
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