Extra Gum: Give Extra, Get Extra

Zach Graham, Larry Gies, Elke Anderle

This case study shows how Extra, a gum brand, successfully increased sales and brand engagement in the US by making emotional storytelling its marketing focus.

Campaign details

Brand: Extra GumBrand Owner: Wrigley / MarsLead Agency: Energy BBDOContributing Agency: Starcom WorldwideCountry: United StatesIndustries: ConfectioneryMedia Channels: Cinema, Online video, Packaging & Design, Social media, TelevisionBudget: Over 20 million

Executive Summary

In the early 1980s, Wrigley developed a sugar-free gum that would deliver desirable flavor longer than any other brand. Eventually, the category became saturated with competitive products that delivered a similar experience.

So Extra tried repositioning itself as a weight-loss aid and introduced new flavors. But we had abandoned the identity that people...

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