Five Gum is a sugar-free gum launched by Wrigley in 2007 with the tagline 'Stimulate Your Senses' and ads that showed extreme sensations. The phrase 'how it feels to chew 5 gum' later became a meme format online, paired with surreal, overloaded images meant to represent an impossible sensory rush. As the format spread through forums and social media, the audio line alone became shorthand for that joke, letting creators invoke the whole meme without showing the original advert or images.