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Extra Refreshers
Battling Social Isolation Instead of Breath
RAN IN: United States
CLIENT
Mars, Inc.
Justin Hollyn-Taub, Brand Director
Berta de Pablos, Chief Growth Officer
AGENCY
Jeff Adkins, Managing Director
Erin Welsh, VP - Senior Account Director
Larry Gies, Chief Strategy Officer
Kristin Grandberry, Account Supervisor
Elke Anderle, EVP, Global Strategy Lead - Mars
Allison Arling-Giorgi, VP, Global Strategy Director
Josh Gross, Co-Chief Creative Officer
Pedro Perez, Co-Chief Creative Officer
Lianne Sinclaire, EVP, Client Service Director
John Pratt, EVP - Head of Integrated Production
MediaCom
Starcom
SUMMARY
It's hard to become #1 in any category, but once you're there, it's even harder to keep it. Extra gum had become the #1 gum brand that all competitors now needed to source from. So, the team rolled up their sleeves and disrupted the category again by co-creating a new product designed to battle social isolation, not just bad breath.
By taking a highly-emotional and less-than-conventional route, the effort fueled unprecedented sales lifts (from +11.1% to +16.5%), secured Extra’s #1 category position and delivered Extra’s 6th consecutive year of growth.
CASE VIDEO
Hero Medium: BRANDED CONTENT
Medium Featured On Video: BRANDED CONTENT,CINEMA,SAMPLING,SOCIAL MEDIA,TV
Audience: Teens (13-20)
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
