Wrigley Pacific

Alison Levins, Marketing Director
Alexandra (Ari) Hume, Marketing Manager
Virginia Marsh, Brand Manager
Merle Tommy, Senior Shopper Marketing Manager

Clemenger BBDO *Lead Agency

Ben Smith, Creative Director
Josh Aitken, Senior Copywriter
Simon Koay, Senior Art Director
Celia Mortlock, Junior Copywriter
Kit Lansdell, Head of Planning
Emily Taylor, Senior Account Director
Katie Scrutton, Senior Account Manager
Claire Bisset, Senior Digital Producer

This is the story of a mutually rewarding love story between Extra, The Bachelor and Woolworths.
 
In truth, it looked unlikely to blossom; declining gum buyers, a big battle over $2 small change, disappearing distribution and the only market in the developed world where gum is more expensive than chocolate.
 
Yet a shift to an emotional strategy, real-time messaging and a ‘love each other’ mentality turned adversity into record category growth, record Extra value sales growth, a record 9 consecutive weeks of high RSV and thousands of new gum lovers.