5 gum & Gen Z Icon Yungblud Created Jewelry Containing Chewed Gum
Laura McQuarrie — October 18, 2022 — Fashion
References: ebay & prnewswire
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.
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.
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.
2. Sustainable Jewelry Design - Incorporating unique and unconventional materials, such as chewed gum, into jewelry design highlights opportunities for companies to explore more sustainable and eco-friendly options.
3. Collaborations with Celebrities - Collaborating with popular artists and celebrities can be a way to increase brand visibility and attract new audiences through unique and attention-grabbing promotions.
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.
3. Marketing and Advertising - By creating disruptive marketing campaigns such as this unique jewelry collection and collaborating with popular artists, companies can drive engagement and increase brand loyalty through memorable outreach strategies.
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