Wrigley's Extra: Flavors of Life

Owen Smith

Campaign details

Brand owner: Wrigley China
Agency: BBDO China
Brand: Wrigley's Extra
Country: China
Channels used: Branded content, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Product and other sampling, Public relations, Sales promotion, Social media, Television, Word of mouth and viral
Media budget: 3 - 5 million

Executive summary

We are in an age where creating fame and word-of-mouth are the keystones of successful communications – and the launches of blockbuster movies do this better than anything else.

But in China in the summer of 2011, one of the hottest premiers – generating more buzz than Pirates of the Caribbean 5, Kung Fu Panda 2 and WuXia – came from a chewing gum.1