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...