Campaign details
Brand: Extra GumBrand owner: Mars WrigleyEntrant company: Energy BBDO ChicagoIdea creation: Energy BBDO ChicagoMarket: North AmericaSector: ConfectioneryMedia channels: Cinema, Online video, Outdoor, Out-of-home, Programmatic display, Public relations, Search marketing, Social media, Television & Connected TVBudget: 10 - 20 million
Executive summary
In 2021, after a year of lockdowns and social distancing, gum was practically forgotten. People were socially distanced, and their mouths covered, making the key category benefit of fresh breath superfluous. Vaccine rollouts provided hope for social reunions and a natural return to...