Extra Gum: Give Extra, get Extra

This case study explains a campaign by Wrigley's Extra gum that reversed steady declines by creating a brand that would be remembered at the moment of purchase.

Extra Gum: Give Extra, get Extra

Introduction

This is a story about the power of storytelling. It's a story about a big, invisible gum brand named Extra that was on the verge of being forgotten. It had no meaning. No one cared about it. It simply existed. That is, until we started telling stories that made people smile, reflect and cry. While our strategic journey seems simple now, it was a messy process and it took us several years to crack the code.

What was the situation?

Extra was experiencing pervasive and steady declines.  In its heyday, Extra enjoyed...

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