Effies
Australia
Starburst: A near-death experience
Agency
Clemenger BBDO Sydney
Client
The Wrigley Company
Awards
Bronze
Confectionery & Snacks
Summary
The fat lady was warming up her tonsils. The last rites were about to be read. STARBURST was in danger of deletion unless it dramatically improved its sales in grocery.
By understanding our limitations and building on our strengths, we were able to appeal to a broader audience, reverse a five-year decline to far exceed our target of double digital growth, and efficiently drive the sales we desperately needed.
In doing so we secured our place on shelf, and a long-term future for the brand and for The Wrigley Company‟s confectionery business – you can‟t put a price on that.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Author | Ryan O’Connell | Clemenger BBDO Sydney | |||||||
| Author | Matt Walters | Clemenger BBDO Sydney | |||||||
| Executive | Al Crawford | Clemenger BBDO Sydney | |||||||
| Strategic | Ryan O’Connell | Clemenger BBDO Sydney | |||||||
| Senior Copywriter | Alex Derwin | Clemenger BBDO Sydney | |||||||
| Senior Art Director | Heather Sheen | Clemenger BBDO Sydney | |||||||
| Account Manager | Rekishia Jessup | Clemenger BBDO Sydney | |||||||
| Marketing Director | Andrew Leakey | The Wrigley Company | |||||||
| Marketing Manager / Confections | Mel Duker | The Wrigley Company | |||||||
| Brand Manager / Confections Director | Carly Papandrea | The Wrigley Company |
Category Sponsors
Confectionery & Snacks
