5 Gum is in a highly competitive market and according to the sales of 2013 they were the 5th leading company for popular gum brands. They fall behind Trident, Orbit, Extra, Dentyne. Trident is leading with $657.3 million in sales and 5 gum is only at $275.9 million in sales. The competition between these brands is fierce and it is very important for 5 to differentiate themselves and stand out in the market. They needed to redefine their brand to not only gain customers but also achieve brand loyalty to stand up against other brands. Their target demographic was experience-craving teens and young adults who would enjoy not only flavor but sensation and experience. What 5 did was create a whole new look for their package that promoted sensation and experience and grabbed people in. They designed each wrapper to have a truths and dares on them and then promoted sharing on particular social media sites with different hashtags. They included celebrities, YouTube videos, and more to vamp up this campaign. This gave 5 gum not only a chance to see what their customers were doing but also gain a lot of earned media and talk about their brand, their new challenge, and their sensational gum (experience category). This campaign was launched all over the world (global category).