Mars, Inc.

Justin Hollyn-Taub, Brand Director
Berta de Pablos, Chief Growth Officer

Energy BBDO *Lead Agency

Jeff Adkins, Managing Director
Erin Welsh, VP - Senior Account Director
Larry Gies, Chief Strategy Officer
Kristin Grandberry, Account Supervisor
Elke Anderle, EVP, Global Strategy Lead - Mars
Allison Arling-Giorgi, VP, Global Strategy Director
Josh Gross, Co-Chief Creative Officer
Pedro Perez, Co-Chief Creative Officer
Lianne Sinclaire, EVP, Client Service Director
John Pratt, EVP - Head of Integrated Production

MediaCom

Starcom

It's hard to become #1 in any category, but once you're there, it's even harder to keep it.  Extra gum had become the #1 gum brand that all competitors now needed to source from.  So, the team rolled up their sleeves and disrupted the category again by co-creating a new product designed to battle social isolation, not just bad breath. By taking a highly-emotional and less-than-conventional route, the effort fueled unprecedented sales lifts (from +11.1% to +16.5%), secured Extra’s #1 category position and delivered Extra’s 6th consecutive year of growth.