Mars Wrigley/Extra Gum: For when it's time

Extra Gum, a gum brand, launched a campaign in the US to overachieve on brand metrics, change consumer behavior, improve brand health and create short-term sales success.

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...