Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Give Extra, Get Extra
Extra was the #1 brand in the $3 billion gum category from 1990-2004 on the strength of its "long-lasting flavor" positioning. As "long-lasting" became a category ante, Extra steadily declined. By 2013, sales were down 6.1%, and Extra had been experiencing pervasive and steady declines for over two years. So we adopted a new philosophy and changed our objectives for communications. In 2015, we launched a short film that quickly became one of the year's most celebrated love stories.
Brand: Extra Gum
Agency: Energy BBDO