THE 5 x KATSEYE SENSES COLLECTION

5 Gum teams up with global superstars KATSEYE to create experiences and collectibles
that not only show fans how it feels to chew 5 but makes them feel it too.  Created to stimulate all five senses, the one-of-a-kind collectibles were made with each member of KATSEYE. Each member selected their favorite 5 flavor to serve as the base for their respective collection and added their own unique touch to every item.

THE COLLECTIONS

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Built for KATSEYE’s rabid fandom, known for living online and in the comment section, the campaign’s covetable drops brought how it feels to chew 5 directly into Gen Z culture.

@5gum How does it feel to chew 5 gum? The 5 gum x KATSEYE Collection will show you like never before. Created with @KATSEYE ♬ original sound - 5Gum

TEASING THE FANDOM

Designed to feel authentic to KATSEYE’s content style and their hyper-aware fandom, we planted early and true-to-form moments of the girls repping their love for 5 gum. These early touch points sparked theories, comments, and quiet buzz that built up to our official tease.

LAUNCH AND DROPS

THE INTERNET REACTS

With collections being re-sold on eBay at a 15,900% increase (yes, I actually did the math), fans DIY-ing their own copycat packs, Reddit threads, countless TikToks and comments, and 1B+ impressions, it’s fair to say this campaign was a HOTTIE HOTTIE! 😉

@katseyekaicy FANMADE 5GUM @5Gum @KATSEYE @V i c k y 🪼🎱 ⸆⸉ ོ #katseye #xyzbca #dontflop #tutorials ##5gum ♬ Gnarly - KATSEYE
@ni_rozay Thank you so much! @KATSEYE & @5Gum an experience I won’t forget!❤️🫶🏽 Best sweepstakes!@EYEKONS world official #katseye #viral #foryoupage ♬ original sound - KATSEYE

TOUR READY

To amplify the experience, 5 ignited an exclusive VIP moment across five cities on the Beautiful Chaos Tour. Fans unlocked access through a social giveaway, with KATSEYE’s channels sustaining the partnership’s momentum. On the ground, 5 dialed up the senses with sampling in all five cities, distributing tour-exclusive 5 x Katseye group packs.

@christinalovesstars thank you @5Gum again for the amazing experience! and thank you @KATSEYE for existing. BEST NIGHT EVER #katseye #concert #5gum #atl #daniela ♬ Katseye Internet Girl Eat Zucchini Dance - Gunnar

THE MAKING OF…

Behind the scenes
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Weber Shandwick Chicago

Role: Junior Art Director