Positioning gum as a weight management tool.
– The Situation –
Extra discovered a fact through a health-related study: People who chewed sugar-free gum three times hourly in the afternoon ate less sweet snacks. This little fact carved out an extremely rich space within the category — gum as a weight-management aid.
Wrigley needed to capitalize on the white space of weight management within the gum category to reinvigorate Extra Gum, a brand that stood for nothing.
– The Solution–
Stick it to snack cravings.
We gave Extra Gum an insight-driven idea that created a new usage occasion – The 3PM Snackdown Challenge. Positioning Extra gum as a weight-management aid capable of crushing afternoon sweet snack temptation, we gave shoppers the tools they needed to succeed.
The fully integrated campaign included an instant win on-pack game, a sweepstakes to the Biggest Loser Resort to train with Bob Harper, PR, social media, print, online advertising and custom retail activation. The heavy? Extra 3PM Snackdown Challenge engaged millions of consumers and picked up multiple national marketing awards.
