5 Gum The 85-year-old Regret Case Study

5 Gum

Case Study

The latest campaign for 5 Gum, called “No Regrets” is an innovative, content-led initiative that takes the brand’s well-known Life Happens in 5 platform and flips it on its head. The notion that “Life Happens in 5” is all about those five exhilarating seconds before you decide to do something. The new work takes the reverse approach by exploring what happens when you choose NOT to do something. Because when we look back on our lives, it’s the times we said “no,” that we regret the most.