Campaign details
Agency: ClemengerBBDO Sydney / MediacomAdvertiser: Wrigley PacificCategory: Media Partnership Activation
Executive Summary
This is the story of a mutually rewarding love story between Extra, The Bachelor and Woolworths.
In truth, it looked unlikely to blossom; declining gum buyers, a big battle over $2 small change, disappearing distribution and the only market in the developed world where gum is more expensive than chocolate. 1
Yet a shift to an emotional strategy, real-time messaging and a 'love each other' mentality turned adversity into triumph - +8.0% record category growth, +14.6% record Extra value sales...