Wrigley Targets Teens with 5 Gum

Wrigley's envelope package is designed to catch teens' eye -- and their tongues.

Wm. Wrigley Jr. is getting ready to launch “5,” a sugar-free gum that adds a temperature twist to strong flavors.

Three flavors roll out in the summer launch: Rain, spearmint that tingles; Cobalt, peppermint that cools; and Flare, cinnamon that warms up as you chew it.

The 5 brand is targeted to teens, who chew one-third of all the gum sold in the U.S., Wrigley said.

"Teens are constantly seeking opportunities to experience something out of the ordinary," said Martin Schlatter, Wrigley's chief marketing officer, in a statement. "In our testing, teens and young adults have told us they love everything about 5—from the unique tingling, cooling or warming sensations … to its bold graphics to its sleek, revolutionary packaging.”

5’s unique packaging is an envelope, a first for the industry, holding 15 sticks of gum. The gum will sell for $1.49 for individual packs and $3.49 for a three-pack.