Mars' 5 Gum Partners with Pop Star ADÉLA to Turn Chewed Gum into Wearable Art
Event summary
- Mars' 5 Gum collaborates with pop star ADÉLA to create five wearable art pieces from chewed gum preserved in resin.
- The collection will debut during ADÉLA's Red Bottoms Tour in five U.S. cities before being auctioned on eBay from October 14–24, 2026.
- All proceeds from the auction will benefit Save The Music Foundation.
- The partnership aligns with 5 Gum's strategy of collaborating with boundary-breaking artists to create immersive sensory experiences.
The big picture
This collaboration is part of 5 Gum's long-term strategy to push cultural boundaries through disruptive, fan-first activations. Mars continues to leverage its snacking portfolio to create immersive brand experiences, aligning with broader industry trends of experiential marketing and artist partnerships. The initiative also underscores the growing intersection of fashion, music, and consumer goods in driving brand loyalty.
What we're watching
- Brand Engagement
- How the wearable art collaboration will impact 5 Gum's brand perception and consumer engagement.
- Auction Success
- Whether the auction will generate significant proceeds for Save The Music Foundation and set a precedent for future similar initiatives.
- Artist Collaborations
- The pace at which Mars will pursue additional high-profile artist collaborations to drive brand relevance.
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