The pandemic hit the gum category hard. More sheltering in place and less social outings meant less concern for fresh breath – a key purchase driver – resulting in steep sales decreases. Coupled by the fact that 5 gum hadn’t run a major brand campaign in over a decade, we’d need to do something big to introduce them to Gen Z. So we partnered with up-and-coming musician Yungblud to chew one piece of gum before every performance on his 15 date 5 gum-sponsored tour. Every thrill, nerve and pre-show jitter to be imprinted into each wad of gum. Then, with the help of celeb jeweler Greg Yuna, we turned those 15 pieces of chewed gum into "The Masterpiece Collection." 100% of proceeds from the auction of the collection went to NIVA (National Independent Venues Association) through a charity partnership with eBay. 100% of proceeds from the auction of the collection went to NIVA (National Independent Venues Association) through a charity partnership with eBay. We scored coverage in Rolling Stone, BILLBOARD, People, NME, Adweek and more and had over 5.5 BILLION earned media impressions in the first week.