Gum is an impulse buy, and a category that’s been on the decline — particularly during times like lockdown, where consumers are more likely to restrict their purchases to products they see are more essential.
We were asked to develop a campaign that would improve in-store and POS conversions for Extra’s core flavours around three key territories: freshening at home, and while out and about in a mask; focus and concentration while working or studying at home; and boredom snacking.
And just to add a little extra challenge, Mars asked us to turn the campaign around in just under 12 weeks. Because sure, why not?
Lockdown was not exactly a fun-fest, let’s be honest. But, it was at least a good opportunity for Mars to present gum in a new way to Covid-weary consumers: with masks widely compulsory, who wanted to spend time breathing in their own stale breath? And the never-ending Zoom calls: gum was a great way to combat dry mouth from endless chats.
We’ve worked with Mars for a long time, and we understand what their teams need. As a result, we were able to respond quickly to shifts in the market — even huge ones, as we saw in 2020 — and develop brand activations that hit the button.
We created a European toolkit with full assets and fantastically crafted messaging by stellar copywriter Nigel Roberts. The pay-off? A huge, flexible and timely range of collateral which was ready and able to push gum sales over a wide range of territories.
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