Wrigley Pacific: Extra, The Bachelor and Woolworths – a mutually rewarding love story

This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.

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...

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