CLIENT
Mars Wrigley Confectionary (Canada)
Alison Williams, Brand Manager
AGENCY
Momentum Worldwide (Canada) *Lead Agency
Conor Clarance, Account Supervisor
Jim Chestnutt, GAD Production
Matt Lewis, President
Kim Tarlo, Creative Director
Jon Szpirglas, Group Account Director
Ian Kapasi, Account Director
Philip Dos Santos, Community Manager
McCann Canada
Dustin Rideout, CSO
Olia Dallimore, Producer
Bill Schafer, Senior Copywriter
Dan Bennett, Senior Art Director
Ally Dwyer-Joyce, Strategist
Harbinger
SUMMARY
By hijacking the biggest online conversation in the NBA community, we found Juicy Fruit a new place in youth culture, and increased sales in a declining category.
Juicy Fruit had an existing partnership with the NBA, and one of the coolest brands for Canadian youth: the Toronto Raptors. But the sponsorship wasn’t being used to its full potential. We knew we needed to engage with our young target in a way that made sense in today’s context, since they’re not familiar with Juicy Fruit’s past place in culture.
