Sustained Success - Products

Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

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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
Client: Mars/Wrigley
Agency: Energy BBDO

2019_hr_2019_e-61-766_hero_1 ARGETA OD MALOG STRANOG BRANDA DO TRŽIŠNOG LIDERA!
2019_ru_2019_1831_hero_1 Nicorette Quit smoking to start new life with Nicorette
2019_uk_2019_e-388-633_hero_1 Baileys From dusty to dazzling; the Baileys turnaround
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