CLIENT
Mars Wrigley
Marissa Beck, Senior Director, Brands & Content North America
AGENCY
Josh Gross, Co-Chief Creative Officer
Pedro Perez, Co-Chief Creative Officer
Ryan Smith, VP, Global Strategy Director
Lianne Sinclair, EVP Managing Director
Colin O'Toole, Creative Director
Hannah Quintela, Creative Director
Lucas Owens, SVP Creative Director
Monique Kaplan, SVP Creative Director
Annie Burger, Producer
John Pratt, EVP Head of Integrated Production
Lauren Randall, VP Account Director
Lucie Lavrard, Account Supervisor
Daniel Kuypers, SVP Executve Director of Music
Frank Tavolino, SVP Director of Integrated Business Affairs
Hung Vinh, SVP Head of Design
Jaehyuk Choi, 3D Motion Designer
Emma Rhenberg, Account Executive
Katherine Vicari, Global Deployment Manager
Renee Schlib, Strategist
MediaCom
ICF Next
The Mars Agency
SUMMARY
Extra Gum needed to kickstart brand recovery after the significant impact of prolonged COVID-19 social distancing. Rather than reinvent itself, the brand leaned into the problem and its core benefit in order to own the upcoming cultural moment of a post-vaccination social reemergence. Extra out-performed category growth by 73.6%, broke earned media records by 7.6% and grew unaided brand awareness by 30%.
