Truth: Share a secret you’ve never shared. #5TruthOrDare
Dare: Sleep without your cell phone next to you.
Truth: What was the scariest moment you have experienced in your life?
For as long as I can remember, Wrigley’s 5 has been my gum of choice. I’m somewhat partial to the green packaged “Rain” variety. Whether it be at the grocery store or the gas station, I always pick up a package.
A few months ago I started noticing “truth or dare” questions and commands on each of the wrappers. This makes for a fun little conversation every time my boyfriend asks me for a piece of gum (which happens quite often).
As an advertising student, I found myself wanting to learn more about this #5TruthOrDare campaign strategy that Wrigley was using. If you visit their campaign website you can see pictures of other loyal 5 gum chewers and the completion of their truth or dare tasks.
I spent quite a bit of time looking at different dares that have been completed. These dares range from “Share a pic of this pack using the Kelvin filter on Instagram. #5TruthOrDare” to “Put your arm over the person next to you and take a selfie. #5TruthOrDare.”
This advertising campaign was genius, not only because 5 gum is gaining more and more earned advertising by the second all over every social media platform, but also because (if any other consumer is anything like myself) their gum sales are surely going through the roof. I find myself chewing more gum just to take out another piece and ask the person next to me “truth or dare.”