React DM BLACK ENVELOPE by Energy BBDO Chicago

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Industry Chewing-Gum
Media Direct marketing
Market United States
Agency Energy BBDO Chicago
Art Director Isabela Ferreira
Copywriter Jonathan Ozer
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: WRIGLEY
Product/Service: CHEWING GUM
Date of First Appearance: Mar 15 2010
Entrant Company: ENERGY BBDO, Chicago, USA
Entry URL:
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Group Creative Director: Frank Dattalo (Energy BBDO)
Group Creative Director: Mike Roe (Energy BBDO)
Copywriter: Jonathan Ozer (Energy BBDO)
Art Director: Isabela Ferreira (Energy BBDO)
Media placement: Social Media - Facebook - March 15, 2010
Media placement: Envelopes Sent - US Mail - March 15, 2010
Media placement: Print - Entertainment Weekly, DC Comics, In Touch, Us Weekly, Spin, Filter, The Source, - May 6, 2010
Media placement: TV - MTV, VH1, CW, FX, Fuse - May 17, 2010

Describe the brief/objective of the direct campaign.
In 2009, Wrigley created 5 React Gum—a product that bore an intriguing product promise: a black stick of gum that allows each chewer to interpret their own flavor experience. With a target audience that defines themselves by trying new things and exploring the unknown, this product would offer an opportunity to stimulate a lot of positive speculation among consumers and drive trial because it was inherently participatory. To maximize the product’s potential we needed to find a way to encourage the social aspect of sharing the gum in a brand-appropriate way, i.e., without turning to traditional category speak.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We tapped into our Facebook fans, knowing they would create anticipation for React—if we gave them something to talk about. Fans were lured by a mysterious video to’s epic online testing facility where they and five of their friends were offered an opportunity to receive a mysterious black envelope in the mail. When the envelopes arrived, consumers found 3D glasses, an exclusive pack of React and a coded card leading each recipient back to The consumer’s mission: test React and document your personal experience by creating your own 3D inkblot-style image online for all to see.

Explain why the creative execution was relevant to the product or service.
Given the mysterious and participatory nature of the gum experience—as well as its unique black color—we felt that sending our consumers on a dark and intriguing sampling journey was the best way to drive buzz and generate trial of the new product offering in a way that would maximize consumer experience and overall comprehension of the new-to-category innovation.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.