5 Gum is making a nostalgic comeback with a new take on the iconic ads Canadians know and love

That first hair-raising plummet at the peak of a roller coaster. Walking through a lush forest at twilight. Getting a spot at the barrier of your favourite artists’ concert. What do all these things have in common?

If you said, “incredible, out-of-body sensory experiences,” you’re correct. If you said, “How it feels to chew 5 Gum,” you’re also correct, with a few bonus points thrown in.

A blast from the past

More than 15 years ago, 5 Gum’s iconic “Stimulate Your Senses” commercials practically defined a generation. Millennials and some Gen-Z likely recall gathering around the family television to watch classics during a time when shows aired on a schedule and advertisements couldn’t be skipped.

It was also a time in which gum was a kind of currency. All the cool kids were trading sticks of their favourites at recess and in between classes, and 5 Gum was a hot commodity.

That’s because everyone was familiar with the iconic commercials, showing a person experiencing some sort of full-body sensory experience before boldly declaring, “How it feels to chew 5 Gum.”

Over a decade later, the ad campaign remains one of the most memorable platforms from the 2000s. And now, a new generation can create the next wave of future nostalgia.

How it feels to chew 5 Gum

5 Gum is reimagining the brand’s signature sensation, turning the mundane moments of 2025 into ones that disrupt the ordinary. This generation is no stranger to a little intensity, which is why you’re invited to be part of the next 5 Gum movement.

How do you feel when you chew 5 Gum? Think: Icy cold plunges, late-night swims, or dancing under disco lights. Whatever gives you an incredible thrill, use that feeling to create a reel, post, or story about how you stimulate your senses, and be sure to tag @5Gum with #HowItFeelsToChew5Gum for a chance to be featured on social channels.

Stimulate your senses and reconnect with the bold flavour, thrill, and edge that only 5 Gum can deliver. Follow @5Gum on Instagram and TikTok to discover bold content, hear from creatives, and share your own electric 5 Gum experiences.