Wrigley: Extra music BPI

Chewing gum brand, Extra, lifted sales in a declining category by tapping into the popularity of rap music in China.

Campaign details

Brand: WrigleyBrand owner: MarsEntrant company: MediaCom ShanghaiIdea creation: MediaCom, ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Online video, Social media, Sponsorship - media, Virtual & augmented reality, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

Extra was the first chewing gum brand in China to dig out the emerging Chinese youth's passion point – Hip-pop music, and associated chewing gum brand image with the Hip-pop culture to celebrate the individuality of Chinese youth. Boost their self-confidence and celebrate their expression of unique attitude....

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