Campaign details
Brand: ExtraBrand owner: Mars WrigleyLead agency: BBDO ChinaContributing agency: MediaComMarket: China (Mainland)Sector: ConfectioneryMedia channels: Online video, Social media, Television, Word of mouth, influencersBudget: Over 20 million
Executive summary
The gum category faced a sales decline as the once trendy and cool gum brands started aging and losing relevance with young consumers. The category benefit – fresh breath confidence – was being replaced by more and more emerging improved oral care products. Meanwhile, the pandemic reduced consumers' social occasions, further weakening the need for...