5 Gum Reboots ‘Stimulate Your Senses’ for a Hyper-Digital Generation

5 gum is rebooting its iconic 'Stimulate Your Senses' campaign for a new generation with Overstimulate Your Senses — a bold, brain-bending creative platform built for today's hyper-digital teens.

Developed by BBDO, the campaign delivers surreal, overstimulating content that mirrors the gum's intense flavour. It kicks off with four hero films featuring fan-favourite flavours – Cobalt, Prism, Rain, and Ascent – directed by Jay & Jin, known for their mind-warping 2D/3D visuals.

Launching now via paid media, Cobalt and Prism lead the charge, with Rain and Ascent to follow in June. The content will hit TikTok, Instagram, Snapchat, and major streaming platforms including Netflix, YouTube Select, and Disney.

It's a sensory overload that revives the daring spirit of 5 Gum — and it's just getting started.

 "5 gum has always stood for bold, sensorial experiences that connect with younger audiences," said Maria Urista, vice president, Gum & Mints at Mars. "With Overstimulate Your Senses, we're elevating that promise by tapping into the internet's most electric creative energy and reimagining it through 5 gum's distinct point of view. Partnering with visionary creators Jay & Jin, we've built a boundary-breaking world that's fresh, surreal and fully immersive, just like our gum. It's our way of showing a new generation how thrilling it feels to chew 5."

"We have so much love for the original Stimulate Your Senses campaign. It was such a fresh take at the time and made 5 gum really stand out," said digital artists Jay & Jin. "This time around, we are speaking to a new generation of audiences, in a world shaped by social media. While the original felt like a beautifully controlled sensorial experience, our approach is a little wilder. Each chew blasts you out of the comfort of your own reality and throws you into a full-on CG animated sensorial joyride."