Submitted by: Submitted by frishy79
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Date Submitted: 10/06/2010 01:19 AM
Packaged Goods Gold Winner Wrigley’s 5 Gum Campaign Objective Our campaign objective was to break the rules of a crowded category to capture the hearts and minds of an increasingly indifferent audience of teens. Business Situation Gum sales among teens were in decline. Teens and youth and young adults are the lifeblood of the gum category and critical to Wrigley’s future growth, but past‐week gum usage among this crucial segment had dropped from 2003–2006. When asked about brands in the category, teens recited an expected and generic list of category attributes, like breath‐freshening or flavor duration, to describe them. Only Orbit, which has created a unique style and quirky humorous personality to engage teens, has built sustained emotional relevance with them. But overall, the category is populated by brands that have mostly failed to create affinity with teens. Brands from categories other than confections had captured their hearts. Meanwhile, teens and young adults raved about a few treasured brands. Our aspiration was to create a brand that could live among these highly coveted brands; brands that stand for excellence but also provide an outlet for self‐expression. We wanted our new brand to have true badge value and be worthy of existing alongside teens’ iPods, Wiis, cell phones, jeans, shoes, etc. The battle was to regain share of heart, not just share of wallet. It was time for a wake‐up call. We wanted them back. To make them take notice, Wrigley created 5 gum, with a brand and communications designed specifically for this target. The stakes were high: re‐engaging only 1% of those lost youth consumers was worth tens of millions of packs of gum annually. So we created 5 to be more than “just gum.” With the launch of 5, we strove to break out of the constraints of the gum category to build a brand that our target would recognize as a legitimate and relevant part of their lives; a brand they would be proud ...