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Extra Gum
Unwrapping A Love Story

RAN IN: United States

CLIENT
Mars/Wrigley

AGENCY
Energy BBDO *Lead Agency

Jeff Adkins, Managing Director
Larry Gies, Chief Strategy Officer
Lianne Sinclaire, Client Service Director
Andres Ordonez, Chief Creative Officer
Elke Anderle, Group Planning Director
Josh Gross, Executive Creative Director
Pedro Perez, Executive Creative Director
John Pratt, Executive Producer
Erin Welsh, Account Director
Zach Graham, Integration Strategy Director


MediaCom


SUMMARY

After returning Extra to growth on the strength of one heartwarming ad, "Origami", there was still doubt about whether an emotional approach was viable for gum. Was it a one-hit-wonder, or the beginning of something more? It was a critical question for Wrigley, as Extra was its largest growth brand. We responded by creating a short film that quickly became one of 2016's most celebrated love stories. With this film at the heart of our communications, we more than quadrupled Extra's growth rate, even as the category declined.

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;PACKAGING;PRINT;Magazine - Print;SOCIAL MEDIA;TV;Branded Content (TV)

Audience: People 13-49

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English