5 Gum Announces New Twitch Partnership

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’.

This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create meaningful connections with the gaming community to own the clutch moments in gameplay. Partnering with Twitch and its streamers allows 5® Gum to speak to the gaming community in an authentic way—a way that lives the brand meaning and shows the brand benefit live.

Up-and-coming Twitch creators soleKEFS and PlayitShady join popular creator Aussie Antics on 5 Gum’s Team CLUTCH, with more members to be announced. The live streams will challenge the streamers to make concentrated, quick decisions in gameplay, all while being entertaining to their audience in real-time.

For this reason, live is the ultimate clutch environment and therefore the perfect place for 5 Gum to be, said Ricky Chanana, Head of Sales ANZ at Twitch.

“Team CLUTCH builds on 5 Gum’s 2020 Twitch activation and takes our collaboration to the next level for what is our biggest partnership in the APAC region. Twitch is the connection to today’s most sought-after audiences—the cord-cutters and cord-nevers—with 39% of our viewers not reachable via traditional TV. With gaming being at the core of what we do, this presents a huge opportunity for 5® Gum to own the space,” Chanana said.

Ben Hill, Marketing Director at Mars Wrigley Australia, said, “We’re excited to be introducing Team CLUTCH to the Twitch community. Going live truly embodies the ‘Life happens in 5’ spirit of adventure, and it is this natural brand synergy that has led us to partner with Twitch and support its up-and-coming Australian creators. We look forward to replicating the great success we saw following last year’s customer activation with Twitch.”

The partnership will be supported on Twitch by three and a half months of pre-roll 5 Gum advertisements and three homepage takeovers promoting the stream events, as well social support from the talent and Twitch.


  • Client: Mars Wrigley 5 Gum
    • Brand Manager, Gum: Anna Pitt
    • Portfolio Director, Gum & Mints: Michelle Gazzola
    • Marketing Director: Ben Hill
  • Creative and Production: Twitch ANZ
    • Head of Sales ANZ: Ricky Chanana
    • Senior Creative Strategist: Edwin Hughan
    • Senior Program Activation Manager: Joanne Garcia
    • Creative Producer: Romee Adema
    • Client Success Manager: Alex Tran
    • Account Director: Hamish McPhee
  • Media Agency: Mediacom
    • Creative Systems Director: Chris Johnston
    • Client Planning Director: Elena Kim
    • Digital Manager: Dylan Tolua
    • Group Strategy Director: Adam Pinto
    • Group Client Director: Alex Gill
  • Production Partner: Eliphant


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