| Problem | The limited edition 5 Gum Truth or Dare packs were generated for select core flavors and promoted across channels as a limited time in pack game. 5 Gum activated this promotion with the use of social celebrity, Logan Paul, who took 5 Gum Truth or Dare challenges and distributed the content across social channels, asking fans to join and send their 5 Gum Truth or Dare proof based on the in pack truths and dares on every foil. By activating this promotion with this well-known influencer, 5 Gum was able to drive a subset of their core demographic directly to the gum aisle in store, successfully incentivizing initial and repeat purchase.v |