Debut of New Gum Brand Has Awful Naming System
Wm. Wrigley Jr. Co. will launch a new line of sugar-free gum this summer called “5″ for the five senses. 5 is designed to give chewers a brief, but intense, oral sensation. Mint will cool or tingle; cinnamon will warm. The stick gum will be sold in a sleek envelope designed to attract teens and young adults — about one-third of the nation’s gum chewers — with features such as etching that glows under black light. It will be available in North America in three flavors: “Rain,” “Cobalt” and “Flare.” The flavors are described as: Rain (tingling spearmint), Cobalt (cooling peppermint) and Flare (warming cinnamon).
MEEK SPEAKS: Oh where oh where to even begin with this. The “5″ senses, huh? Look (bad), Taste (who knows), Feel (I’ll take your word for it that it stimulates the mouth), Smell (like all the gums that make your breath good – no differentiation there), and finally…the 5th sense…that leaves “sound” right? Does the sound of that punk clicking his gum beside me on an airplane sound less offensive…or more harmonic…or…or what is the point of the 5th sense?
Everything about this product seems contrived to me. When I looked up the definition of “cobalt” it said “a hard, brittle, metallic element found in iron ore, lead…”. That’s quite appealing to put in my mouth (sarcasm). Almost as tasty as the shot glass of barium I once consumed to help the doctors find the extent of the fractures from a broken ankle I once sustained. Flare (not many young males are going to be comfortable carrying around a pack of “Flare” I expect) and Rain is equally as silly. Does it have that musty, unfiltered taste?
Look, I totally get what they’re trying to do – create a nomenclature system that is buzz-worthy amongst the target age group, memorable, unique and ownable, but this system is so manufactured that it’s just silly…not to mention ostensibly irrelevent to the actual flavor (Dentyne Ice Vanilla Chill is a proprietary name for Cadbury Schweppes AND it reflects the actual product. Well done!). The overall name – 5 – is okay, I guess (no more obtuse than Orbit or many other products you find out there), but the implied functionality that will unleash 5 senses in your mouth just seems too gimmicky vis-á-vis effective (ie: Trident White…with teeth whitening functionality). I’ll reserve judgement on the flavor until it launches and I actually taste it, but I can tell you that I do not intuitively lean in to impulse buy confections whose packages look like charcoal briquettes or matches. Wrigley has a history of bad package design though, as their redesign of Big Red proved.
Old Design 
New Design 
But enough about me, what do you think? Would you buy it based on the concept or does the packaging work for you?
Time for Your Speaks ->
35 Comments
April 7, 2007 at 3:20 pm
I saw something about this product recently, and looked it up online. I will have to disagree with your evaluation. I actually find the packaging and naming of the product very innovative and intriguing. Let’s start with the packaging…when I walk into a convenience store and go to the gum section, I see a plethora of colors and bold packaging that all looks the same. The black packaging of 5 seems like a bold move, and a welcome change to the gum world. It looks sleek, modern and almost sexy…something that I would be glad to flash around to my friends. Now for the names of the flavors…come on now, how many spearmints, peppermints and cinnamons can we take? I do agree that cobalt is an interesting pick, but it still makes me curious and more prone to try the product. This brand just seems so different from everything I see out in the market today. I commend Wrigley for such an innovative concept, and can’t wait to try it!
April 8, 2007 at 8:35 am
I would have to agree with Noelle. I have heard a lot of hype around this new brand Wrigley is bringing to the market. I will have to say I am sitting on the edge of my seat waiting to be the first person at some group function with ALL three flavors! I personally feel this is the first time gum has represented the world of masculinity. It is such a conversational piece. No one buys gum because of the functionality of the name ‘5′ they want it because it is NEW, sleek, and most definately modern. I know as a male, my attention span is very short, the name ‘5′
sticks out in my mind and is very easily remembered. I would be more proud to show off the ‘BLACK’ pack when a friend asks for a piece of gum then some pink (bubble), orange (citrus) or pastel green (sweet mint). Gum is no longer represented by the traditional brands (ex. trident, Juicy fruit, etc.) . Gum companies must start looking at the future and how they can stand out in a world with such a vaste array of options available. Wrigley has done this. They stepped out of the ordinary and I personally commend them for not just taking a step, but a rather giant leap. This pruduct looks like such a premium product and definately a step up from anything I am used to chewing. I look forward to this summer…and the what the future of ‘5′ has to hold.
April 8, 2007 at 7:06 pm
it’s hard to argue with opinions of those consumers who say they will purchase it and like what they hear/see so far, but i still find the concept to be overly contrived.
i also do agree that the black packaging is certainly masculine, but i just can’t get past the name “Flare” as being as feminine as they get. plus, “cobalt” as a “flavor” is silly to me. nobody craves cobalt.
however, i applaud you both for disagreeing with me….you just might be more right than i am on this.
April 9, 2007 at 11:44 am
I found another new product that I think hits the bullseye for a manufactured/contrived addition to a well established category – bottled water.
Check out this funky launch of Fred Natural Spring Water that comes in an old-style flask shaped bottle that fits conveniently in the back pocket of your jeans and has a clean, smooth design.
Can’t wait to get me some of this.
http://www.lovefred.com/
April 17, 2007 at 6:56 pm
I infact have been able to sample this gum. I do have to say it is my favorite gum. I only tried the rain and flare… and the flare is awesome.. I guess its supposed to be short and intense but I feel it is a very long lasting gum, as well as the other people that tried it with me. The design is nice in the fact that its slim and fits in your pocket but it still has the same ammount as regular stick gum packets.
May 3, 2007 at 8:47 am
I have actually seen the packaging for both rain and cobalt and I really like it. Very clean design. Very little wasted space. Those blister packs are way too bulky, this fits great in your back pocket. Not a huge fan of the “5″ name, the flavor names are ok.
As far as taste goes, I love the cobalt. The rain is pretty good, but kinda predictable.
I’m looking froward to them hitting the shelf.
May 16, 2007 at 2:27 pm
I have actually tried this gum, my neighbor works for Wirgley’s. I have only tried the cobalt flavor, and all I have to say is that it is amazing. It is defiantly superior to any other peppermint gum out there.
June 7, 2007 at 6:05 pm
CHEW STRIDE INSTEAD! its ridiculously long lasting
.
June 26, 2007 at 11:18 pm
This gum is amasing i went to the store and the packaging just cought my eye and i bought some of the cobalt and it is purley amazing!!
the flavor lasts a couple hours considering i have been chewing the same pice for 2 hours and it is just now losing flavor!!! oh and that comment before me is not right people shouldnt post junk like that on a discussion of competing gum.
June 28, 2007 at 12:07 pm
This product has been recently made available for field testing in grocery stores near me, and I have therefore been able to actually sample the gum. I find that although the names of the flavors might be a tad eccentric or off-point, the name of the gum “5″ is a very good marketing ploy. The flavor is not great, but good and lasts a very long time. The packaging, to me, is the best feature of this product; it’s simply intriguing. Regardless of your feelings about the gum, it will sell very well because it’s new and different; when it comes down to it the American consumer is a sucker for innovative products, and that’s exactly what this is. I therefore congratulate Wrigley on a job well done, and so Meek although respect your opinion it seems you are definitely in the minority.
July 12, 2007 at 12:26 pm
I have to agree with the supporters of this product. I am chewing the cobalt flavor right now and I love it. The marketing worked as I bought the gum curious due to its packaging. Its sleek, classy, durable and less bulky than other packages. I love the look! As far as the product, the flavor lasts longer than most gums and intesity is just right. This is marketing at its best. I love it and will buy it again!
July 12, 2007 at 7:45 pm
i’m prepared for my official statement now…i finally found it in my local store and i have to say that i am absolutely correct for the most part.
as far as shelf impact goes, the package is smaller than a typical gum pack and with that cellophane wrap on it that reflects light, this package makes absolutely zero shelf impact. you have to be looking for it.
second, okay, there’s kind of a sleek black matte finish to it when you open the cellophane, but other than the fact it’ a unique structure in terms of shape/size, the graphics do nothing for me. re-closing the packs takes a while too. the little flap at the back doesn’t automatically slip into the holes.
flavor…okay, big whooop. cobalt was “meh”, rain was “meh” and flare was typical with a slight warming sensation i suppose. could i detect the sensations in rain or cobalt? not me.
the innovation is the structure of this package and i agree it’s unique and although it doesn’t close properly, i do like it a lot. it’s innovative the way they stack the gums inside it.
July 15, 2007 at 6:24 pm
5 is only the start – Wrigley has been plans for the future!
July 16, 2007 at 10:36 am
i’m not going to post anymore comments that have no value like the one above. 5 is only the start? how so? you need to have a point and back it up peeps.
July 17, 2007 at 3:37 pm
wrigley actually sent me a bunch of samples for these.. and they taste better than other gums i usually buy… it lasts longer.. tastes better tooo! totallllyyy love the packaging
July 28, 2007 at 8:05 am
I think the packaging is innovative. I didn’t know what to expect while opening it. (Size and shape) It’s a nice way to present 15 sticks, and with the weight and feel, it could be a great substitute for cigarettes. (If you were trying to quit.)
As for flavor, it’s just gum. The red one has a bit of heat, but it’s still tame. The names are silly. They are so far from ordinary use, that you’d expect the gum to contain caffeine or some type of energy/vitamin mix. It’s packaging and marketing should have been used for something extraordinary. If it was gum with caffeine, vitamins and flavor as intense as a fireball or those curiously strong mints, it would have been great, but it’s not.
After chewing a while, I am impressed with how long the flavor has lasted. So all and all… it’s good gum in a neat package, but nothing I would seek out. I do prefer it over the gum in the plastic containers. As a seldom gum chewer I may buy it again.
August 3, 2007 at 8:59 am
I agree with Will, it’s just gum. Not bad gum though, and the packaging is sleek and attractive. Now that you informed me that it glows under black light, I’m knocking myself out to figure out where I can go to see my package of Cobalt 5 glow in the dark. Dang, getting the full 5 senses out of this gum takes a lot of work and arranging … and other than the pleasing crinkly sound the cobalt blue wrapper makes when you crush it, I still haven’t discovered the wonderful “sound” factor.
August 13, 2007 at 7:45 am
I have to disagree with the comments that the packaging is not eye-catching. I was in a store yesterday and noticed the Flare packaging immediately. I had not even heard of the “5″ line of gum, so it wasn’t like I was looking for it. It looks like a high-end package. I wouldn’t even know it was Wrigley if it hadn’t been printed on the cellophane. It’s not printed anywhere on the box itself. Working in advertising, I loved the package design and picked up the Rain and Flare flavors. (And the flap in the back took all of 2 seconds to figure out. It’s no more hassle than the sliding blister packs.) I have been impressed with how long the cinnamon flavor lasts with Flare… unlike other brands where the flavor hits you at the beginning and quickly dies.
August 13, 2007 at 8:33 am
well, although i still have my own personal opinion, it seems pretty clear that i have (using a George W. Bushism) “misunderestimated” just how staid the gum category was and 99% of the comments here attest to support for the 5 brand.
still, of note to you who like it, there have been a few comments about how great the gum is, but the fact is most of you believe the gum is okay/good/better, but the packaging is what’s driving trial and admiration for this brand.
let’s never forget just how important packaging and branding is – especially for a new brand.
September 4, 2007 at 12:36 am
was released in australia…
it tastes good….
just try it…
September 13, 2007 at 6:52 pm
i also must say that i disagree with most of what you said. i tried all three flavors in July this summer while i was vacationing in LA. i must say that the intensity of the flavor of the gum was quite disappointing however, the flavor in one piece of gum gave me a pleasant four hours of chewing. i do agree that the names are not the best, they are like the gatorade brand names however, the package design is the best i have seen. After trying the gum in LA, i was hooked and i am extremely disappointed at the fact that i cannot find 5 anywhere in new york city.
September 14, 2007 at 1:14 pm
Not good, not bad, just kinda there. This gum is no different than their Extra flavors. I’d just as soon pick up something else for $0.30 less…
September 24, 2007 at 11:36 am
Are you all kidding me? Meek is totally right. The whole concept is contrived and I’m pretty sure that Flare is really just Big Red gum. I bought it because the package was unique and kinda sexy (if gum can be labelled as such) and I figured it would be an excellent conversation starter when I want to get my flirt on with that cute, but gameless hottie I see on the train every evening on the way home from work.
Wrigley could have just as easily said: 5 gum, five calories per serving. Or they could have just dropped the gum without any buzz and we would have bought it anyway. Its status gum I tell you! Who among us is not willing to drop $1.19 to look cool and fresh of breath amidst our peers? Hmm, no show of hands eh? That’s what I thought.
October 11, 2007 at 12:03 am
i agree with noelle, the first one at the top!! other people who are hating on the creativity are just bored or enjoy standing out and opposing when something new and hot comes out. I’M bored right now, but i can definitely say :
this gum is real good people. it’s new, bold and original- and makes other ppl be like “oohh whats that?!”
the title and packaging is awesome and must have taken some thought… and before i came to this page, i thought 5 stands for 5 times the flavor of an ordinary gum! that’s how long lasting the flavor is and since i just found out its by WRIGLEY’S!! they stepped up dey game!
nice, nice gum!
ok enough said. goodnight. (i love myself)
October 31, 2007 at 11:11 am
They look like packages of condoms to me. Maybe that was the point. Dark, seductive, sexy…a bit coy and mysterious. Ribbed, lubey, colored, flavored? (Yuck.)
The comments above on the gum’s taste are pretty funny…as if it’s about gum.
November 9, 2007 at 6:00 am
Cobalt, Rain, Flare… silly names. However, when I ask someone to pick up a pack of gum for me, I know I will get what I want.
No more asking a friend to get a specific brand and then flavor – everybody makes spear/winter/peppermint. It is now easy.
Just pick up a pack of Rain for me, dear!
November 16, 2007 at 11:31 pm
Flare is just Big Red under different packaging to make Wrigley more money. And it has a slightly different smell.. kind of like old spice bottles.
December 6, 2007 at 2:19 pm
I bought the 5 gum cause it matches my Axe deoderent and body spray. Now my mouth is as fresh as my body and with matching packaging I am set for the ladies.
Who a thunk it, naming something like “5″ would be so popular. Not to mention sexy.
Tonight, I am going with my “Touch” Axe spray with my “Flare” 5 gum. Thank you Wrigleys for making me the sexy man I am…….
Later baby. Twinkle Twinkle…..
January 5, 2008 at 7:09 am
I like it … mmm good and I give the abc gum to muh girl and she still likes it… what flavor. It’s exciting and sooooo sexy. Almost as good as viagra!
January 31, 2008 at 12:48 pm
Ok so i had never seen this gum before and i had never seen any commercials or ads. I have to say however that Wrigley’s concept works. I hardly thinking, blinded by the dull glow of a 3-pack hanging on the wall went to discover what this new thing was. I didn’t even open it until i got home and was very pleased with the taste and appeal. However I’m gonna have to kinda agree with Meek on the whole packaging deal. Its fresh and new but really not all that different from other gums out there right now for example Stride being one of the brands that uses similar packaging with their line of stick gum. I also offer my own opinion on it, its good maybe better than other gums but its all gonna come down to one thing. How many people have black lights.
February 14, 2008 at 12:39 pm
Now that I’ve had a few packs of 5 Cobalt:
1. The packaging is brilliant. Whoever did this must have worked at Apple at some point. Love the tuck-in flap to reseal it.
2. The taste, however, does not live up to the promise of the packaging (I’ve never seen the TV ads, btw). I was expecting something sinus-clearing like Callard & Bowser’s Altoids (also owned by Wrigley’s), but what I got was peppermint for senior citizens.
3. Also, the physical shape of the gum was a disappointment. All this excitement in opening the high-tech matte black box, to be presented with sticks of gum in the same shape they’ve been making for half a century? Sure, they’re in sparkly blue wrappers, but that doesn’t improve things.
February 15, 2008 at 9:41 am
i noticed within the past few weeks that wrigley has taken to putting a violator on the front of the 5 package now that says “new” (with a little starbust icon)… i also happen to think that they dialed up the intensity of the colors to the right of the 5 logo on the primary display panel… it’s like they realized they could go further and more intense with the package to get better shelf impact.
February 18, 2008 at 10:55 pm
2 new flavors coming to the shelves soon.
They names escape me for the moment, but I believe they are fruit flavored.
March 21, 2008 at 2:10 pm
The Flare one is just Big Red but the flavor does seem to last a little longer. They should just stick to the classics. Wrigley Field hasn’t changed in 100 years….why should their gum? Wait they added lights for night games. Ah so what…it’s just Big Red in a different package.
March 22, 2008 at 10:38 am
for anyone who hasn’t seen the TV ads yet,
http://www.youtube.com/watch?v=bCjPP7liZCA&feature=related
This is ridiculous. It’s not like we need gum to survive, we are just marketed to to believe so-just brush your teeth and you’ll be fine. The commercials along with the packaging trick its buyers into thinking that by chewing a piece of gum they will be improving their lives, experiencing a new world and escaping the real one. Not only are these buyers escaping reality, but are brainwashed into thinking they will become sexier, even experiencing tingling, warming, and cooling sensations. Of course none of this is true, the only thing you taste when you chew this gum is exactly what you taste when you chew any other stick of gum. I’m sure that one will send a few of you over the edge with your claims of its wonder and amazement. It’s the best gum because someone has already decided that for you, and without even realizing it you are pulled in, giving them exactly what they want.