2010 BRONZE

SNACKS, DESSERTS & CONFECTIONS

EXTRA SNACKDOWN

EXTRA, WM WRIGLEY JR. COMPANY

John Kelly, Senior Marketing Director
Lucas Erickson, Senior Marketing Manager
Rachel Ingle, Assistant Manager, Consumer Insights

DDB

Heather Malenshek, SVP, Group Strategy Director
Michelle Schaefer, VP, Strategy Director
Kristin Barbour, SVP, Group Business Director
Dick Tracy, VP, Group Creative Director

TRIBAL DDB

Liz Taylor, Creative Director

MINDSHARE

RYAN PARTNERSHIP

Colleen DeVos, VP, Account Director

EDELMAN

Amanda Marcum, VP, Group Manager

After decades of being the category leader, Extra found itself in a losing battle with new, formidable competition. Unlike these new players, Extra was stuck in the past. We needed a way to bring it into the present and position it for the future. By establishing Extra as a weight management tool, we were able to freshen the brand by establishing new relevancy and connect with women in a meaningful way. As a result, Extra was able to grow sales and share for the first time in years.