Mars, Inc.

Justin Hollyn-Taub, Brand Director
Steve Johnson, VP, US Gum & Mints

Energy BBDO *Lead Agency

Jeff Adkins, Managing Director
Larry Gies, Chief Strategy Officer
Andres Ordonez, Chief Creative Officer
Elke Anderle, Group Planning Director
Josh Gross, Executive Creative Director
Pedro Perez, Executive Creative Director
John Pratt, Executive Producer
Lianne Sinclair, SVP, Client Service Director

MediaCom

Starcom

Olson Engage

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