Advertiser: Wrigley, a subsidiary of Mars, Inc.Agency: Energy BBDOCountry: United States
Objectives
In its heyday, Extra enjoyed the #1 position in the U.S. gum category1. But by 2013, Extra had been experiencing steady declines. It had fallen to third place and was down -6.1% vs. YA.2 And to make matters worse, the entire gum category was declining.3
So in late-2013 we took a completely new approach to communications by launching the "Give Extra, Get Extra" campaign. We stopped talking about our product benefit (long-lasting flavor) and tapped into an emotional...