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Case Studies

5 Gum New Product Launch
In order to garner press coverage and build buzz for the brand launch of 5, Hunter Public Relations recommended a full-scale media relations and celebrity/influencer seeding program that focused on the fashionable black, sleek nature of the packaging. Hunter PR positioned 5 as a de rigor item and seeded product to fashion, gossip and online editors. A “5 Fashion Week Survival Kit” was distributed to New York editors before the fall fashion week. Lucky, Men’s Vogue and W asked for replenishments for Milan fashion week and editors at ELLE coined it “Fashion Gum.” The brand served as the title sponsor for online and TV gossip personality Perez Hilton’s music showcase at the SXSW music festival in Austin. Bands and music personalities like Katy Perry, Pharrell Williams, Robyn, Cisco Adler & Schwayze were seen chewing the new gum backstage. 5 also sponsored the Hard Rock Hotel Music Lounge at the Lollapalooza Music Festival in Wrigley’s hometown of Chicago and the event garnered celeb fans like Linday Lohan, Samantha Ronson, Ashlee Simpson and Pete Wentz. Additionally 5 found fans in Adrien Grenier, Jerry Ferrara, Mary-Kate Olsen, Kelly Ripa and Cindy Crawford through direct celebrity seeding executed by Hunter PR. Press coverage appeared in Esquire, Life & Style (2X), NY Post, US Weekly, Men’s Fitness, Gourmet, NY Post, Star magazine, Elle.com, OKWeekly.com and PerezHilton.com, etc.

Positioning itself as the accessory for the hip crowd, 5 Gum helped Perez Hilton, seen here with the chic 5 gum girls, bring emerging music artists to Austin by sponsoring the celebrity gossip reporter's "One Night in Austin" Music Showcase at the South by Southwest (SXSW) music festival.

PHOTO CAPTION
Positioning itself as the accessory for the hip crowd, 5 Gum helped Perez Hilton, seen here with the chic 5 gum girls, bring emerging music artists to Austin by sponsoring the celebrity gossip reporter's "One Night in Austin" Music Showcase at the South by Southwest (SXSW) music festival.