EXTRA® Reminder
Mars Wrigley Confectionery
Issue 52 | September 2019
Agency
Clemenger BBDO Sydney
Creative Team
Chief Creative Officer: Ben Coulson Creative Director: Brendan Willenberg Head of Creative Technology: Brendan Foster Senior Art Director: Rowan Foxcroft Copywriter: Salah Ben-Brahim Senior Designer/Developer: Jay Young Digital Design Lead: Ivan So
Production Team
Interactive Executive Producer: Claire Bisset Director: Robin Sung
Other Credits
National Mars Lead: AJ Coyne Account Manager: Hannah Huege Client EXTRA® Gum Marketing Manager: Michelle Gazzola
Date
June 2019
Background
Sales of chewing gum have declined because people are now distracted by their smartphones at the checkout and don’t notice it, even though gum had the best position in the store, right beside the till.
Idea
Partnering with BP, the Bad Breath Index® was built, an algorithm that recognizes the foods that cause bad-breath. If a shopper scanned cigarettes, coffee, cheese or anything of that nature, it triggered a beep and a message, ‘You should buy one of these’ with an arrow pointing towards the gum. The system recognised and responded to customer buying habits, creating customised reminders by offering different strengths of gum based on the type of food or drink purchased. This system was then tailor fitted to store inventories where the Extra Reminder was implemented.
Results
327% sales increase in chewing gum sales seen in stores with the Extra Reminder. 39% increase in awareness.
Our Thoughts
The Caples Awards gave Gold to Wrigleys EXTRA® Gum for the brilliant branded content idea of ‘Support Acts’. While it was a campaign that clearly raised awareness of the brand, what about sales? We see countless campaigns in which small fortunes have been spent on great content but the product itself has had no support at all. Not the case at Wrigley’s it seems, where this brilliant idea has actually got people buying their gum as well as thinking nice thoughts about it. In so many ways it’s the paradigm of modern marketing, a relevant partnership with a retailer and an innovative but simple use of technology to reach people at precisely the right moment and right place.