|Product / Service||WRIGLEY'S EXTRA CHEWING GUM|
|Category||A01. Food / Drink|
|Entrant||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Idea Creation||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Media Placement||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Ben Coulson||Clemenger BBDO||Chief Creative Officer|
|Brendan Willenberg||Clemenger BBDO||Creative Director|
|Brendan Forster||Clemenger BBDO||Head Of Creative Technology|
|Rowan Foxcroft||Clemenger BBDO||Senior Art Director|
|Salah Ben-Brahim||Clemenger BBDO||Copywriter|
|Jay Young||Clemenger BBDO||Senior Digital Designer / Developer|
|Ivan So||Clemenger BBDO||Digital Design Lead|
|Claire Bisset||Clemenger BBDO||Interactive Executive Producer|
|AJ Coyne Coyne||Clemenger BBDO||National Mars Lead|
|Hanna Huegen||Clemenger BBDO||Account Manager|
|Robin Sung||Clemenger BBDO||Director|
|Alex Guterres||Clemenger BBDO||Offline Editor|
|Robbie Balatincz||Clemenger BBDO Sydney||Sound Engineer|
|Jess Morgan||Clemenger BBDO Sydney||Online Editor|
Extra Reminder launched in partnership with petrol and retail giant BP. It acts as a cash register integration that is programmed to play a special sound when the cashier scans food or drink that might make your mouth feel anything less than fresh. Newspapers and bread were fine, but anyone who bought items like tuna sandwiches, coffee or cigarettes caused the Extra Reminder to go off. An interactive index was created with over 200 food and drink items that were programmed to interface directly with an individual stores cash register system to trigger the alert when scanned.
Sales for gum have been declining for the last 10 years. This has been blamed on the popularity of distracting smartphones during the shopping experience, and the demise of loose change that was usually used to pick up smaller FMCG items. Chewing gum even has the best real estate in the store right by the checkout, but customers were still forgetting to pick some up, even after buying food or drink that might make your mouth feel anything less than fresh.
With a fresh and clean mouth, you feel ready to take on the world. But there’s a problem. People aren’t always picking up gum when they’re out buying food, even though it's right by the checkout counter it's all too easily forgotten. So, we decided to give consumers an Extra Reminder.
Our target audience was everyday Australians shoppers who were purchasing FMCG goods in convenience stores. Due to the nature of this shopping, customers want to get in and out as fast as they can, and even though our brand has prime real estate by checkout, we were being ignored. Extra Reminder made customers aware of the food and drink items they were purchasing which could cause bad breath and gave them a reason to purchase gum.
Partnering with BP, we built the Bad Breath Index®; an algorithm that recognizes bad-breath-causing foods and triggers the alert if scanned. 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.
327% sales increase in chewing gum sales seen in stores with the Extra Reminder. 39% increase in awareness.