The Wrigley Company Pty Limited - Wrigley's Extra: Waking A Sleeping Giant

Extra, the chewing gum brand, was launched in Australia in 1987, and had long been the category leader.

The Wrigley Company Pty Limited – Wrigley's Extra: Waking A Sleeping Giant

Agency: DDB Sydney

EXECUTIVE SUMMARY

“Our job is to bring the dead facts to life” – Bill Bernbach

Being number one doesn't mean that you can try any less hard – infact it often means the reverse as to grow your business requires category changing activity.

This case study looks at how a new insight (based upon otherwise “dead facts”) when brought to life in a way that includes both business and communications:

  • Increased brand and sales measures

  • Changed consumer behaviour

  • Grew a brand that is virtually...

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