"Extra 90+ has really captured the imagination of the business. It's made our sponsorship famous internally and externally and delivered a fantastic business return. It has also engaged and energised our sales team, helping them enhance our crucial trade relationships."

Toby Baker, UK Marketing Director, The Wrigley Company

Wrigley's Extra - Chewing through the minutes that matter

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A demonstration of

  • > Activation
  • > Active Engagement
  • > Client partnership
  • > Data / Analytics / Tools
  • > Digital/Online
  • > Earned
  • > Leadership
  • > Owned
  • > Paid
  • > Research / ROI
  • > Content
  • > Partnership
  • > Consumer Insight

Wrigley's Extra: Chewing through the minutes that matter




It’s not unusual to win a pitch with a cracking comms idea… but it is unusual to win the pitch, execute the idea in full and deliver significant returns back to the business.


The challenge

Wrigley faced a tough market: declining sales, increased competition and a 10% price increase due to increased costs.  On top of all this, its Premier League sponsorship was not cutting through.  Our brief was simple - drive awareness of the Premier League sponsorship and increase the frequency of chewing Extra amongst fans.  No easy task in a very cluttered environment, with little relevance or heritage in football and without the deep pockets of other football sponsors.

Our insight

To cut through, we needed to find a credible and own-able role for Extra in football.  We noticed that proportionally more goals are scored in added time, the extra minutes added by the referee, than any other period.  These goals often determine results and league positions, and help crown champions as well as condemn the relegated.  It's also when TV audiences peak as the drama on the pitch is intensified.  So we created 'Extra 90+' a campaign to encourage fans to chew through added time, the minutes that matter.

Our solution

We created a bookmark for fans in added time - a first for British sport.  We worked with 11 Premier League clubs and talkSPORT to dominate the grounds exclusively during added time via digital perimeter boards, big screens and live commentator reads.  Teddy Sheringham, famous for added time goals, was our spokesperson and Extra donated £1,000 to Football Aid for every goal scored in added time.  The Sun hosted a microsite to engage fans through competitions, trivia and content, helping fans re-live their favourite added time moments, and a targeted digital campaign with Search, Facebook, Vibrant Media and the Sky Sports network drove traffic to the site.

The results

  • Increased prompted sponsorship awareness by 11% (31% to 42%)
  • Overtaken Lucozade Sport, the longest serving Premier League sponsor, in spontaneous sponsorship awareness
  • Those aware are 12% more likely to claim to buy Extra
  • Increased fans chewing at least once per week by 8% (20 - 28%)
  • Econometric modeling showed a sales return double FMCG norms, Wrigley's most successful campaign of recent years.

 

 

 

 

 
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