Campaign details
Brand: Extra GumBrand owner: Mars WrigleyLead agency: Energy BBDOContributing agencies: Starcom, MediaComCountry: United StatesIndustries: ConfectioneryMedia channels: Cinema, Content marketing, Online display, Online video, Packaging & design, Print- general, unspecified, Public relations, Social media, Television, Websites & microsites, Word of mouth, advocacyBudget: Over 20 million
Executive Summary
After having re-established the market share growth of our brand Extra Gum through a heart-warming advertisement called "Origami", there was still concern as to whether an emotional approach was the most viable for a gum product on the long...