How Mars used behavioral economics to revive a near-dead brand

Wrigley Extra, a gum brand owned by Mars, reversed a long-standing sales decline through compelling stories and enhanced creativity.

The brand barely had a pulse.

Extra Gum was born 35 years ago, birthed as the Wrigley Co.’s first sugar-free product, boosted by its reliance on a new NutraSweet additive that was presumed to be safer and less bitter than the other brands in the competitive set.

“It was an instant success,” recalled Jeff Adkins, managing director of agency Energy BBDO, “both because the product was very good and the advertising was very effective.

“If you turned on a TV in the ’80s or ’90s,” he told the standing-room-only audience at the Association of National Advertisers’ (ANA) 2018 Brand Masters...

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