Not ones to follow a run of the mill marketing strategy, 5 Gum have been creating brand experiences since their launch in South Africa last year. Their latest was a 5 Gum Secret Blind Tasting Room at the recent Toffie Pop Culture Conference and Festival, held by The President Design Studio in Cape Town.
How it worked:
Delegates followed clues from the entrance to find the secret room hidden in the clock tower of the Cape Town City Hall. Once you found the room, you were blindfolded and led into a dark room where you had to guess four flavoured testers. These included watermelon marshmallows, spearmint crisps, mint and milk rice crispies and horseradish sherbet straws. Three of these flavours were inspired by the 5 Gum product flavours.
Jade de Waal, food jammer and MasterChef SA contestant, who coordinated the blind tasting room says, “Dark dining is based on the theory that flavours are intensified when people can’t see what they’re eating. But the real draw is the heightened sense of taste.” According to Maryke Nel, Account Manager at The President, 5 Gum is all about bringing new experiences to consumers.
Photos by Paul Ward