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Extra Gum
Share a Pack with a Hero

RAN IN: United States

CLIENT
Mars Wrigley Confectionary

AGENCY
The Integer Group *Lead Agency

Patrick Sullivan, Vice President, Creative
Armand Parra, Vice President, Insight & Strategy
Alberto Zapata, Creative Director
Cort Langworthy, Associate Creative Director
Alicia Dyksterhouse, Senior Art Director
Katie Bernheisel, Art Director
Lynde Scott, Designer
Rudy Rivera, Designer
Julie Bassignani, Integrated Producer


Starcom


SUMMARY

In a category experiencing declines, Extra gum wanted to create an emotional connection with shoppers that would give them a reason to engage with the category again. Teaming up with Kroger and the USO, we gave shoppers a simple way to support for troops in November. When shoppers purchased a pack of Extra gum, we shared a pack with a hero. Aligning to the Extra brand campaign, “Give Extra, get extra”, the program instantly resonated with shoppers and led to 42% growth in Extra retail sales during that time period.

CASE VIDEO


Hero Medium: DIGITAL/INTERACTIVE

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;BRANDED CONTENT Post;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Post;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIRECT Pre;DIRECT Email;DIRECT Retailer Specific;EVENTS During;MOBILE/TABLET During;MOBILE/TABLET Location-based Communications / Real Time Marketing;PR Pre;PRICING Pre;PRICING Couponing;PRINT During;PRINT Retailer Specific Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Retailtainment;SAMPLING During;SAMPLING In-Store;SHOPPER INVOLVEMENT During;SHOPPER INVOLVEMENT Post;SHOPPER INVOLVEMENT Consumer Generated;SHOPPER INVOLVEMENT Viral;SHOPPER INVOLVEMENT WOM;SOCIAL MEDIA Pre;SOCIAL MEDIA During;SOCIAL MEDIA Post

Audience: Families

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Regional

Language: English