5 Gum

Props to 5 Gum for making stick gum relevant again. The category hasn’t seen much change since the 80’s when brands like Winterfresh and Juicy Fruit introduced the slim pack form.

What I like about the new 5 Gum is:

1. it’s specifically designed to open with one hand

2. it’s durable (the packaging can withstands the daily wear and tear of carrying it around better than most gums)

3. it stands out on the shelf (this post might not have happened without an impulse buy)

It also satisfies 2 other needs of mine, presentation and sharing. When i’m out and about and I open the pack it becomes more of a talking point with its sleek black packaging and imagery (the labeling is also visible under a black light).  And for those moments when I don’t feel like sharing I can dig in my pocket, unhook the latch with one finger, unwrap the a stick and pop one in for long lasting taste without anyone ever knowing.

I think Wrigley has done a good job of paying attention to changing consumer habits and then responding with a functional design that has aesthetic appeal.