Extra Gum: Give Extra, Get Extra

This case study describes how Extra gum, a sugar-free chewing gum brand in the USA, developed an emotional connection with its audience to recover its dropping sales.

Extra Gum: Give Extra, Get Extra

Principal authors: Zach Graham and Elke Anderle, Energy BBDOContributing authors: Larry Gies and Matt Sundstrom, Energy BBDO

Prologue

The case history of Extra gum, particularly the story of the last five years, is a story that will seem familiar to any reader. It's the most common story ever told. It's the hero's journey.

Like all great heroes, Extra was called to action with an important destiny to fulfill. In 1984, its parent company, Wrigley, needed to establish a foothold in the emerging sugar-free gum segment in the U.S. The future of the company...

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