Wm. Wrigley Jr. Company

Chris Balach, Team Leader, Shopper Marketing and Consumer Promotions

Energy BDDO *Lead Agency

Jeff Adkins, Managing Director
Larry Gies, Chief Strategy Officer
Elke Anderle, Group Planning Director
Lianne Sinclair, Client Services Director
Erin Welsh, Account Director
John Pratt, Executive Producer
Jimmy Dietzen, Creative Director
Rick Hamann, Group Creative Director
Zach Graham, Digital Strategy Director

Starcom

Stellar Engine

MediaCom

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 Extras steadily declining sales and households exposed to the Extra advertising purchased 30% more Extra than households who were not.