| Title | NO MATTER SOUR, SWEET, BITTER, OR SPICY, EXTRA IS ALWAYS THERE |
| Brand | WRIGLEY |
| Product / Service | WRIGLEY’S EXTRA CHEWING GUM |
| Category | D01. Integrated Digital Campaign |
| Entrant | AGENDA SHANGHAI, CHINA |
| Entrant Company: | AGENDA SHANGHAI, CHINA |
| Advertising/Web Design Agency: | AGENDA SHANGHAI, CHINA |
| 2nd Advertising/Web Design Agency: | WUNDERMAN Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Shanghai Wrigley Team | Wunderman/Agenda | |
| Guangzhou Wrigley Team | Bbdo | |
| Marsteller Wrigley Team | Burson | |
| Wrigley Team | Starcom | |
| Wrigley Team | Tbwa/Integer |
In 2011, Wrigley’s EXTRA Chewing gum aimed to build “after meal chewing habit”. The target audiences are 15-49 years old in China. In order to connect with our target audiences, the idea was to use “sweet, sour, bitter, and spicy” which is a Chinese idiom to describe all kinds of food flavours with the double entendre for all flavours of life. The campaign used the “movie” concept as communication device, which build strong association of “Sour, Sweet, Bitter, and Spicy Flavors with EXTRA”. The emotional side of the “movie” was highly relevant to targets’ daily life, and the functional side of the “movie” was driving the “after meal chewing habit”.