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Extra Gum
Give Extra, get extra

RAN IN: United States

CLIENT
Wm. Wrigley Jr. Company

Chris Balach, Sr. Brand Manager, Extra Gum & Mints
Ann-Marie Splitstone, Sr. Marketing Director

AGENCY
Energy BBDO *Lead Agency

Jeff Adkins, Managing Director
Pete Ruest, SVP, Group Acct. Director
Larry Gies, Chief Strategy Officer
Elke Anderle, SVP, Group Planning Director
Rick Hamann, SVP, Group Creative Director
Jimmy Dietzen, VP, Creative Director
John Pratt, SVP, Executive Producer
Lianne Sinclair, SVP, Client Service Director


Olson Engage


StellarEngine


SUMMARY

Gum had been in a 2-year decline. Extra, one of the categorys largest brands, had been declining for even longer. That changed dramatically when Extra stopped following the conventional gum script and started to infuse the brand with meaning that transcended the category and touched peoples hearts. Our stories and experiences grounded in a human truth when you give extra you get extra. The effort improved sales trends from -6% to +9% in a single year.

CASE VIDEO


Hero Medium: TV

Audience: General Market

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English