CLIENT
Mars Wrigley
Chanel Gant, Senior Manager, Brands & Content, NA
AGENCY
Josh Gross, Co-Chief Creative Office
Pedro Perez, Co-Chief Creative Officer
Ryan Smith, VP Global Strategy Director
Lianne Sinclair, EVP Managing Director
Colin O'Toole, Creative Director
Hansel Quintela, Creative Director
Lucas Owens, SVP Creative Director
Monique Kaplan, SVP Creative Director
Lucie Lavrard, Account Director
John Pratt, EVP Head of Integrated Production
Lauren Randall, VP Account Director
Daniel Kuypers, SVP Executive 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 Schilb, Strategist
Annie Burger, Producer
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%.
