Gen Zs are the biggest chewers of gum in the world but they are increasingly hard to reach through traditional channels and occasions. 5 Gum partnered with Twitch to put together Team CLUTCH – an elite squad made up of Australia’s favourite Twitch Streamers who love going live, and are at their most clutch when in front of a live audience. Each streamer was gifted a 5 Gum jersey, representing their love for video games, their communities and embodying the 5 Gum spirit, that life happens in 5 as they hit the live button.

Through three separate live squad streams with a mix of Team CLUTCH members, Twitch streamers AussieAntics, soleKEFS, GeekGG, PaladinAmber and PlayitShady came together to battle it out across a series of bespoke challenges on popular game Fortnite, while embodying the brand ethos of ‘life happens in 5’