WRIGLEY'S: FLAVOUR TRANSFORMATION

Credits:

Advertising Agency: MEDIAEDGE:CIA RUSSIA , Moscow, RUSSIA
Date Of 1st Implementation: 01/04/2007
Advertising Agency: MEDIAEDGE:CIA RUSSIA , Moscow, RUSSIA

Name Company Position
Natalia Sabirova Mediaedge:cia Strategic Planning Director
Sergey Olenuyk Mediaedge:cia Media Group Head

Type of Media Date of 1st Implementation Media Placement
Outdoor 1 April 2007 Street banners, bus stop posters, Metro posters, sampling and ambient
TV and Radio 16 April 2007 Perviy, Rossiya, STS, Domashniy, Sport, DTV, MuzTV, NTV, TNT, RenTV, 7TV, MTV
Event 1 June 2007 Megapolis FM

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
Wrigley’s wanted to launch a new gum, Eclipse Fusion, and to communicate its unique product proposition: taste transformation from Mint to Watermelon.

Eclipse’s competitors spend 95% of their media budget on TV, with little investment in outdoor.

Gum segment is consolidated with 80% share of market split between top players. With such domination in the market it is a challenge to launch a new gum.

In light of these challenges, the media mix was driven by outdoor - our target audience are highly mobile urbanite, innovators and would be engaged by creative and new out-of-home communication.

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
The hi-tech and inventive outdoor formats were all based on transformation, and so were ideal to illustrate the change in flavour. Consecutive street banners each had different messages. New bus stop poster technology had a top layer of stickers with a mint image which could be removed by the public to reveal a watermelon image. On the Metro, mint and watermelon posters were on adjacent doors fusing as they closed. Sampling and ambient solutions were employed at a nightclub event targeting the urbanites.

Show how the media idea travelled across different touch points and successfully reached the target audience.
We wanted to use television for brand awareness, but innovators are light watchers of TV. As our target audience are highly mobile (60% use public transport once a week) we communicated with them as they travelled. Targeting consumers as they were on the road, waiting for a bus, on the Metro or out clubbing. At each of these places the outdoor format represented the taste transformation.

Show how the execution maximised the value of the investment and generated business results
The client sold their predicted annual volume in their first month alone!

Brand Awareness increased by 125%

As the posters had all their stickers removed within three days the public engaged (literally) with the ad. Indeed these stickers were seen on commuter’s bags proving that the campaign resonated.