Wrigley's Extra: Flavours of Life – the favourite story of a generation

This case study describes how Wrigley's Extra, the chewing gum brand, took an emotional approach to marketing in China.

Wrigley's Extra: Flavours of Life – the favourite story of a generation

Owen SmithBBDO China

Summary

This paper recounts how, from 2010 to 2012, Wrigley's Extra – a sugar-free chewing gum – created the favourite story of a generation in China: transforming Extra from popular product to genuine icon that earned a place in the everyday culture of young Chinese.

Faced with slowing growth, and losing share, functional "good for teeth" advertising was no longer effective.

The solution?

Establish after-meal chewing habits by showing Extra was not only "good for teeth" but also the right accompaniment for "all life's...

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