# Music Producer Gum Campaigns 5 Gum and Zedd Partnered for New Packaging and a Rave By Michael Hemsworth | Published 2024-08-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/5-gum-and-zedd References: [snackandbakery](https://www.snackandbakery.com/articles/111823-5-gum-zedd-to-host-secret-nyc-bodega-pop-up-rave) & [5gum](http://5gum.com/Zedd)  5 Gum and Zedd have announced a new partnership that will see the music producer joining forces with the [chewing gum brand](https://www.trendhunter.com/trends/liquid-core-edge) to provide fans with an [unforgettable experience](https://www.trendhunter.com/trends/the-hichew-getaway). The partnership campaign will see 25 lucky fans enjoying a [secret rave](https://www.trendhunter.com/trends/7eleven-and-live-nation) at a New York City bodega with a performance by Zedd himself who need to follow the clues to find the location. Fans will need to visit the bodega in advance on August 22, 2024 to pick up a glow-in-the-dark 5 gum x Zedd pack that will act as their ticket into the rave. Zedd himself spoke on his partnership with 5 Gum saying, "I love to deliver the unexpected at my shows, and performing at what will be one of my most intimate and unique venues yet—an actual New York City bodega—certainly aligns with that. Partnering with 5 gum to deliver this amazing experience will definitely be one for the books. I cannot wait for this unforgettable night and to play some of my new music for fans!" Image Credit: Mars ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 25% | Activity: 33% | Freshness: 27% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Experiential Campaign Integration:** Combining product marketing with live, exclusive events like a secret rave offers a unique method to deeply engage customers. - **Celebrity-branded Products:** Leveraging popular figures such as Zedd to co-brand products can enhance brand visibility and attract a fanbase. - **Mystery Event Marketing:** Using clues and interactive elements to create suspense around events fosters high levels of consumer anticipation and participation. ### Where This Applies - **Music Entertainment:** Innovative collaborations between musicians and brands provide new revenue streams and publicity channels for both parties. - **Consumer Packaged Goods:** Brand partnerships with celebrities for product lines can create buzz and drive both product and brand loyalty. - **Event Planning:** Integrating branded products with exclusive event access offers fresh approaches to engaging target audiences and enhancing event experiences. ## Related on Trend Hunter - [Gum Brand Activations](https://www.trendhunter.com/trends/excel-gum.md) - [Cheeky Chewing Gum Campaigns](https://www.trendhunter.com/trends/find-your-fresh-look-campaign.md) - [Flavor-Changing Chewing Gums](https://www.trendhunter.com/trends/5-gum-evolution.md) - [Fruity Gum Installations](https://www.trendhunter.com/trends/excel-refreshers-popup.md) - [Chewing Gum eSports Collaborations](https://www.trendhunter.com/trends/astralis-esports.md) - [Interactive Gum Marketing Campaigns](https://www.trendhunter.com/trends/flavour-vote-campaign.md) - [Limited-Edition DJ-Approved Bagels](https://www.trendhunter.com/trends/the-better-bagel-jalapeo-cheddar.md) - [Revamped Freshness Platforms](https://www.trendhunter.com/trends/mars-1.md) - [Divergent Chewing Gum Campaigns](https://www.trendhunter.com/trends/tridifferent.md)