Objectives
Objective 1: Overachieve on brand metrics.
We wanted to maximize our share of voice through talkability and earned reach.
Objective 2: Change consumer behavior
We needed to change consumers' gum purchase behaviors to drive penetration for Extra Gum.
Objective 3: Improve brand health
We wanted to significantly improve Extra's distinctive brand awareness and positioning.
Objective 4: Create short-term sales success
We wanted to drive short-term, disproportionate sales growth for Extra Gum post launch.
Summary of the work
BACKGROUND AND CHALLENGE:
2020 was not the year of gum. In 2019 the gum category was worth $2.95bn....