Wrigley Ups the Ante in Gum
Packaging with the '5' Senses

In recent years, new carton packaging forms have been introduced by the Trident, Orbit, and Stride brands, but none has synthesized all the elements into a sensory experience the way Wrigley's new "5" has.

"5" is the new black. At least, that's what Wrigley would have you think.

Who would have thought 10 years ago that some of the most unique development in the gum category would be in the packaging? It used to be that gum came in sticks or chiclets (or pellets). Those sticks always came in a stack of seven or so sticks, wrapped first in foil and then in paper.

Today, the gum display in stores looks completely different than it did even just 10, five, or two short years ago. Stick shapes are different, inner wraps are often different, outer pack sizes and shapes continue to change as well—and don't get me started on the changes in pellet forms and packaging!.

What has been missing from the gum market, though, has been a product that has unique packaging designed almost exclusively for its "cool" factor. That's what Wrigley has done with its new "5" gum.

Delighting the senses

First, a bit of background. "5" is named as it is because the company says it "excites the five senses"—those being sight, touch, smell, taste, and sound. And in that order. Another reason for the "5" name may be that each stick contains five calories.

The usual sensory aspects of gum (taste and smell) are a bit different with these gums, as the "5" flavors provide either a cooling or a warming sensation in the mouth (warming for Flare, a cinnamon flavor; cooling for Cobalt, a peppermint flavor: and refreshing for Rain, a spearmint flavor). Presumably, the sound aspect is delivered via the chewing of the gum.

It is the package that stands out and provides sight and touch cues that are different from other gums. The pack is a different shape and feel than others out there. It is almost square and quite flat, perhaps making it easier to fit into a pocket or bag. The black package is very slightly embossed on the matte portion of the package front, giving it a pleasant tactile feel. The company says the package will glow under black light, making it abundantly clear that this is a product for teens.

Package opening and closing is quite unique, and also employs some interesting touch cues. A tab on the flap on the back slides out of a tab on the package. The company has embossed ridges near the tab for easier traction by a thumb or finger. The result is a very elegant and classy package.

While the gum flavors and sensory benefits and the black light statement clearly position this gum for teens and young adults, it seems to me that this package has significant opportunity for upscale varieties of gum, geared specifically to perhaps an older crowd and certainly a discriminating crowd. Who would have thought that chewing tree resin centuries ago would eventually result in a product packaged as a fashion accessory? That certainly deserves a "Wow."

Lynn Dornblaser is the director of the Custom Solutions Group at Mintel International. She can be reached at 312-932-0400 or lynnd@mintel.com.