Wrigley aims for the heart with Extra gum ad

08/26/2013 | Advertising Age (tiered subscription model)

Omnicom Group's Energy BBDO has put gum at the center of major life events in a father-daughter ad for Wrigley's Extra gum, adding emotion with the "sometimes the little things last the longest" tagline. Wrigley has been using a weight-loss approach but found it didn't have a broad enough appeal, said Anne Marie Splitstone, senior gum category director at Wrigley. Overall sales of sugarless gum are down 6.6% in the past year, according to IRI.

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