Wrigley was a wonderful account to work on while at BBDO. There were several great brands with rich heritage and great historical work, and the objective was to build on their strengths while evolving them in the process. And during my tenure, we set out to do just that. We created and established two new platforms for Extra and 5 that launched in 2015.
Wrigley - Give Extra, Get Extra.
Wrigley Extra had done a good job creating an emotional persona for the brand. So moving forward we wanted to stay true to that, while building on two new objectives. One, to build the strategic foundation around making real connections more meaningful, and two, utilizing the product in a way to act as currency to make that happen.
The idea was to use the wrapper as a new medium, to allow the brand to connect with consumers, and consumers to connect with each other. We kicked it off with a tear-jerker of a spot to get their attention, then engaged people on social media, inviting them to turn their meaningful moments into personalized art to share, and displayed in a gallery online.
The idea was to use the wrapper as a new medium, to allow the brand to connect with consumers, and consumers to connect with each other. We kicked it off with a tear-jerker of a spot to get their attention, then engaged people on social media, inviting them to turn their meaningful moments into personalized art to share, and displayed in a gallery online.
The TV spot "The Story of Sara and Juan" quickly became a viral hit, generating over 110 million views, and became one of the top 5 iconic ads of 2015. And the overall campaign earned 1.3 billion impressions and delivered sales, vaulting Extra to become the top selling gum brand for the next 25 weeks.
Wrigley 5 - Face Your 5
Wrigley 5 has done a great job building its brand centered on the idea of "stimulating your senses." It used polished, metaphorical imagery to convey the visceral experience one has when chewing 5 gum. And while this has been very successful, the approach and style was starting to feel a bit dated. It had run its course. In addition, it was largely a one-way conversation of the brand speaking at consumers, and we felt it was time to modernize and freshen things up.
So we set out to evolve the brand. But we wanted do it in a way that would leverage the heritage it had, and create a two-way conversation with consumers to fuel participation and engagement.
We created the idea "life happens in 5," which centers on the notion that we truly come alive in those heightened 5 seconds before we act and step out of our comfort zones... before we step into the unknown. In those moments, we literally experience a physical reaction. Our pulse quickens, our eyes dilate, and adrenaline rushes through our bodies. Our senses are heightened, and one could say they are stimulated...
So we set out to brand and own those 5 seconds, the idea that "life happens in 5," and launched the campaign globally in 2015.
Check out more of the story in this AdAge article here
So we set out to evolve the brand. But we wanted do it in a way that would leverage the heritage it had, and create a two-way conversation with consumers to fuel participation and engagement.
We created the idea "life happens in 5," which centers on the notion that we truly come alive in those heightened 5 seconds before we act and step out of our comfort zones... before we step into the unknown. In those moments, we literally experience a physical reaction. Our pulse quickens, our eyes dilate, and adrenaline rushes through our bodies. Our senses are heightened, and one could say they are stimulated...
So we set out to brand and own those 5 seconds, the idea that "life happens in 5," and launched the campaign globally in 2015.
Check out more of the story in this AdAge article here
We established the idea with TV, but more importantly used social channels and influencers to encourage participation by challenging consumers to "face their 5." Our goal was to create action among our audience. We wanted them to literally experience and explore new things, and document and share those "5 seconds" as user-generated content, which we would then amplify and push back out.
Wrigley Orbit.
If there's one thing Orbit has stood for over the years, it's that clean, confident smile. But with the advent of selfies, the smile is under attack. The smile has turned into something else. Something much more vial and disgraceful. The "duck face." Why, and how on earth people would think this is appealing, I have no idea. But they do. It's disgusting really. And they are spreading everywhere like a virus.
So we decided to do something about it. We created a social arcade game called "Duckface Season" to help rid the internet of duck faces everywhere. The game would tap into the user's social photo libraries, and shoot gum to change duck faces back into smiles. It would then share the new images with those who were tagged, giving them an opportunity to do their part as well. The game spread, and thousands upon thousands of duck faces have now turned back into smiles, thanks to the efforts of regular people everywhere.
So we decided to do something about it. We created a social arcade game called "Duckface Season" to help rid the internet of duck faces everywhere. The game would tap into the user's social photo libraries, and shoot gum to change duck faces back into smiles. It would then share the new images with those who were tagged, giving them an opportunity to do their part as well. The game spread, and thousands upon thousands of duck faces have now turned back into smiles, thanks to the efforts of regular people everywhere.