Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2018 SILVER
A Novel Approach to Growth
Extra gum had become one of the biggest brands in the category. But while it was big, it had no meaning. And with no meaning, it was becoming invisible. So we walked away from traditional product marketing and began investigating ways to build the brand by telling emotional stories. Our work centered on the idea that a small act of kindness increases joy. This new brand meaning revitalized Extra’s steadily declining sales and households exposed to the Extra advertising purchased 30% more Extra than households who were not.
Brand:
Extra Gum
Client:
Mars, Inc.
Agency:
Energy BBDO
Language:
English
2018 SILVER
FINALISTS
Jif
That Jif'ing Good
Hellmann's
Hellmann's Super Bowl 3 Year Campaign
ARM & HAMMER
POWERING THE NEXT 177 YEARS OF GROWTH BY CLOSING THE HOME CONFIDENCE GAP
