Effies
Australia
Extra, The Bachelor and Woolworths – a mutually rewarding love story
Agency
Clemenger BBDO Sydney
Client
The Wrigley Company
Awards
Silver
Media Partnership Activation
Summary
This is the story of a mutually rewarding love story between Extra, The Bachelor and Woolworths.
In truth, it looked unlikely to blossom; declining gum buyers, a big battle over $2 small change, disappearing distribution and the only market in the developed world where gum is more expensive than chocolate.
Yet a shift to an emotional strategy, real-time messaging and a ‘love each other’ mentality turned adversity into triumph — +8.0% record category growth, +14.6% record Extra value sales growth, a record 9 consecutive weeks exceeding $1m RSV and 162,000 new gum lovers.
Case study
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Credits
| Creative Director | Ben Smith | ||||||||
| Senior Copywriter | Josh Aitken | ||||||||
| Senior Art Director | Simon Koay | ||||||||
| Junior Copywriter | Celia Mortlock | ||||||||
| Head of Planning / Author | Kit Lansdell | ||||||||
| Senior Account Director | Emily Taylor | ||||||||
| Senior Account Manager | Katie Scrutton | ||||||||
| Senior Digital Producer | Claire Bisse | ||||||||
| Group Planning Director, FMCG / Author | Dan Connor | Mediacom | |||||||
| Director, Client | Lynsey Mogridge | Mediacom | |||||||
| Senior Investor | Winna Dang | Starcom | |||||||
| General Manager | Wylie Fowler | Integer | |||||||
| Senior Account Director | Matthew Gudge | Integer | |||||||
| Marketing Director | Alison Levins | Wrigley Pacific | |||||||
| Marketing Manager | Alexandra (Ari) Hume | Wrigley Pacific | |||||||
| Brand Manager | Virginia Marsh | Wrigley Pacific | |||||||
| Senior Shopper Marketing Manager | Merle Tommy | Wrigley Pacific |