It doesn't speak to the functional benefits of it." "It sounds like it will have pretty good retention - people will probably remember it," Moskow said. He is skeptical, however, that it will translate into increased sales. Moskow believes the new Extra commercials will likely resonate with consumers. And that box represents that in this story, which we thought was really powerful." "From a father's perspective, that's frightening, but to the daughter, that separation never existed. "There's moments where you feel a separation happening between these two characters," said Dietzen, 33. The fruits of her labor provided the emotional payoff at the end of the commercial, according to Dietzen. To make the spot, the agency hired a woman who folded hundreds of origami cranes in her basement out of actual Extra wrappers. "But your relationship with other people is a collection of small gestures, and those small gestures can add up to being really big, important things in life." "Handing somebody a stick of gum is a seemingly really small thing," said Rick Hamann, group creative director, 41. Founded in 1932 as Arthur Meyerhoff Associates, the agency landed Wrigley as a client the following year after getting newspapers - including the Chicago Tribune - to allow the placement of chewing gum ads on the comics pages, according to a Wrigley representative.Ĭharged with broadening Extra's appeal, Energy BBDO developed the idea for the inaugural spot by contemplating a ritual that Jimmy Dietzen, a creative director at Energy BBDO, engages in every Saturday morning - taking his own daughter out to breakfast. The new campaign was created by Wrigley's longtime advertising agency, Chicago-based Energy BBDO. The company also has gum plants in Tennessee, Ontario and southwest suburban Yorkville. It is produced in Wrigley's Gainesville, Ga., factory, along with such brands as Orbit and 5. "We're adding more media behind Extra, so that will be an uptick for us."Įxtra was introduced in 1984 as the company's first sugar-free brand in the U.S. "We are going to be spending more going forward," Splitstone said. Those budgets will be boosted as the new Extra campaign expands into digital and print by the end of the year, according to Splitstone. Wrigley spent nearly $116 million on advertising last year, investing about $35 million each in 5 and Orbit, and $19 million in Extra, according to Kantar. "I think they just have to market it better." "It's actually a very good product," Moskow said. In 2010, gum advertising was nearly $287 million. Gum advertisers spent $204 million on measured media last year, down from $218 million in 2011, according to Kantar Media. "Trident has an oral care heritage, and this one went too far in the direction of indulgence," Moskow said.īut, he said, a bigger problem may be decreased overall advertising spending, which has declined in lock step with sales. He cites Trident's current "See What Unfolds" campaign as one that has missed the mark by elevating fun over functional. Moskow also believes the gum companies have drifted too far from promoting the health benefits of chewing. "We've made it more complicated for consumers." "There's just a lot of brands, a lot of flavor entries and, we would argue, more than there needs to be," she said. Splitstone acknowledged that there are just too many choices for most consumers' tastes. The company said it has paused production, sales and marketing of Alert and will reassess the situation at the beginning of 2015. Wrigley experienced a flameout in May when one of those varieties, its Alert caffeinated gum, was pulled from the market after the Food and Drug Administration announced an investigation into the effect of additional caffeine consumption on children. 11, according to IRI.Īmong the problems, according to Moskow, has been an overwhelming number of choices at the checkout line, offering everything from faux pie dessert substitutes to flavor-changing gum. Sales have dropped 6.4 percent to $3.24 billion through the 52 weeks ended Aug. gum sales are down more than $300 million since 2010, and the decline is accelerating this year. "Something got lost in the translation as they tried to integrate chewing gum." "These are two very big confectionary companies, and it makes all the sense in the world that they would have some synergies with chewing gum, but chewing gum is a very different kind of category," Moskow said.
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