Wrigley’s launches mutant flavour gum

Wrigley’s is to launch a mutant flavour gum to tie in with the movie release of X-Men First Class. The gum, branded 5X, has been released with a campaign by OMD and Soap Creative that Wrigley’s marketing director Andrew Leakey has called 5’s most ambitious yet.

In a digital, social, cinema, TV and point of sale campaign, consumers can join the First Class of mutants by creating their own mutant alter egos from a range of combinations at www.5XMutantGum.com, then battle each other to winprizes. Packs of 5X contains a code which can be used to unlock more mutant powers.

Andrew Leakey: “5X is Wrigley Australia and New Zealand’s most innovative and ambitious campaign to date, and is designed to further boost 5’s credentials as the most progressive youth gum brand in the world.”