After shrinking the size of 5 gum packs, Wrigley is hoping to further revive the brand’s sales with a new ad campaign.

The outdoor push kicked off this week with a series of ads around key London locations, and follows the roll-out of the new format in January. The four-week push is targeted at 5’s core 14 to 25-year-old audience.

Sales of 5 gum fell 21.9% to £5.9m last year [Nielsen 52 w/e 13 October 2012], but Wrigley claimed its data showed sales had grown since it reduced packs from 12 to seven sticks, and cut the price from £1.02 to 59p.

“The new pack has been hugely successful and distribution of the brand is the highest ever,” said brand manager Camille Peressini.