The 5 Gum re-launch uses this lifestyle brand among chewing gums to make it into a sensory experience for consumers: new, intense flavours, an attractive multi-pack and an attention-grabbing launch at the POS. We developed a “5 Gum Gate” as a visual marker for a range of communication events, ranging from end consumer contests, to sampling, down to product placement in the market. It is an invitation to enter the world of 5 Gum, to experience all its facets. Online events consisted of contests with the “golden nugget” strategy and linkage to Facebook. They complemented the 360° tool box and managed to get the 5 Gum target group highly involved.