Agency: BBDO Canada | Authors: Michael McKean, Richard Parkinson, Len Willschick, John Whitham, Timothy Welsh, John Terry and James Ansley |
Juicy Fruit 2001–2004
Advertiser: Wrigley Canada Awards: Sustained Success - Silver
EXECUTIVE SUMMARY
This is a case about reinventing a small, staid, old brand while staying true to its DNA. It's about more than doubling share—from 4.3% to 10.8%. It's about creative success and huge financial return.
This revitalization, from the product point of view, was founded on new line extensions. But they alone would not have solved Juicy Fruit's problem....