‘Find Your Fresh Look’, Mars Wrigley’s first global campaign for Extra chewing gum, was developed to grow the brand’s market penetration among the coveted target group below the age of 25. It supports rebranding measures for Extra and included UK partnerships with online shop for women’s clothing I Saw It First and sunglasses retailer BadHero.
The campaign was photographed and filmed by Tom VAN SCHELVEN c/o MAKING PICTURES.
“With nearly 50% of gum consumption coming from Gen Z (Kantar World Panel – TGI sourcing UK), the campaign aims to increase gum penetration among this demographic,” says Mars Wrigley. “Launched in 1984, Extra® gum was Wrigley’s first sugar-free gum offered in the U.S. Extra® is known for its incredible, long-lasting flavors. It is available in a variety of distinctive flavors, tailored to local tastes around the world.”
Senior Brand Manager Sasha Storey says : “This is the first global campaign for Extra. We are excited to be the first market to go live and showcase Extra’s brand-new look and feel. This is an exciting new area for Extra to build brand awareness and penetration with the next generation of gum consumers. We are heavily investing in the gum category this year, supporting our retailers to capitalize on this profitable segment.”
The declared goal of Mars Wrigley is to reach the next generation of gum consumers and get half of the nation to chew gum by 2025. To support the campaign, retailers are provided with further point of sale materials and free-standing display units.
Mars Inc. is an American food company headquartered in McLean (Virginia) which produces chocolate bars, foods, beverages, animal feed and plant care products. On 6 October, 2008, Mars acquired the Wrigley Company for 23 billion dollars. The company is represented in 421 branches in more than 80 countries and has more than 75,000 employees.
ROYAL SALUTE stands for exclusive blended Scotch whiskys. Liquids & still life photographer and director Sam HOFMAN c/o MAKING PICTURES staged the limited collector’s edition TIME SERIES 51 in a film. The Royal Salute Time Series 51, according to the manufacturer, is as pure as freshly fallen snow in the breathtaking Scottish Highlands.
Paul CALVER c/o MAKING PICTURES experiments in his new project with the abstractions of movement within a still. “A new personal film and stills series experimenting with the abstractions of movement within a still. The project showcases how this perfectly formed mid-flight skill loses all context and understanding when taken out of its original sequential context, creating an engaging and intriguing puzzle for the viewer to try and piece back together from within the chaos.”
