5 gum teamed up with Yungblud, the musician and Gen Z icon, and New York City luxury jeweler and artist Greg Yuna for the Masterpieces campaign. There are 15 limited-edition luxury necklaces that can be won by fans, each of which features a real piece of gum chewed by Yungblud during his United States tour in September.
Specifically, Cobalt Peppermint 5 gum was chewed as part of the musician's pre-concert ritual and the jewelry pieces that were created as a result encapsulate the energy, excitement and anticipation before stepping onstage.
With this campaign, 5 gum is bringing its brand to life, which is all about getting people to "embrace the thrill of taking a chance, pushing the limits of their craft, and doing what makes them feel alive," as stated in a press release.
Chewing Gum Jewelry Collections
5 gum & Gen Z Icon Yungblud Created Jewelry Containing Chewed Gum
Trend Themes
1. Limited-edition Fan Merchandise - Creating limited-edition fan merchandise featuring unique elements offers an opportunity for companies to increase brand engagement and generate buzz.
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Industry Implications
1. Confectionery - Confectionery brands can explore innovative ways to incorporate their products into other industries as unique and unexpected elements that can add value.
2. Jewelry - The jewelry industry has an opportunity to explore unconventional materials and collaboratively create jewelry collections with popular artists for a unique and engaging consumer experience.
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