This case study describes the development and execution of a transformative brand idea for 5 Gum. The brand adapted the popular teen game, 'Truth or Dare' to re-engage with young adults. For the duration of the campaign, packs and individual gum foils issued 'Truth or Dare?' challenges, and invitations to document and share their game playing on social media. The game gave teens a way to earn social currency by incorporating celebrities and social influencers. A competition was used to drive repeat purchase and play.The programme contributed to a 17 per cent year on year lift in the brand's sales velocity. The estimated ROI for the 'Truth or Dare' campaign in 2014/5 outperformed the total ROI for the 5 gum brand during that period, with all but one media tactic deployed by the campaign exceeding the average ROI for 5 gum.