5 Gum: Behind the Masterpiece

One of Mars' most exhilarating and adventurous brands, 5® gum, announced its "Masterpieces" campaign in collaboration with musician and Gen Z icon, Yungblud, and prominent New York City luxury jeweler and artist, Greg Yuna. The campaign brings to life across multiple touch points the brand's purpose: to encourage people to embrace the thrill of taking a chance, pushing the limits of their craft, and doing what makes them feel alive. At the center of the new campaign is the "Masterpieces" collection, a set of 15 custom luxury necklaces designed and crafted by Yuna using pieces of Cobalt Peppermint 5 gum that were chewed by Yungblud as part of his pre-concert ritual during his 5 gum-sponsored U.S. album release tour last month. Leaning into the brand's namesake of stimulating all five senses, Yungblud chewed a piece of 5 gum before hitting the stage at each show throughout his tour, capturing the anticipation and exhilaration felt moments before doing something life-changing. After his electrifying concerts, a total of 15 pieces of the iconic bright blue 5 gum were collected and sent to Yuna to handcraft into 15 collectible necklaces, each representing the thrill felt by both Yungblud and his fans before, during and after each performance, as well as by Yuna when ideating and creating such fascinating pieces of jewelry.