Assignment for Account Planning School of the Web: Extra Gum

1. What's extra about Extra?

2. Nothing, really.
All sugarfree gums are good for your teeth,
have longer-lasting taste and give good
breath. Extra is just another one of them.

3. A market at war
Until 2007 Wrigley‘s had 98% of
the gum market in the UK.
Cadbury Schweppes introduced
the Trident brand 2007.
They called for the „gum
revolution“ and gained a 15%
share within weeks.
Source: http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/article1599747.ece

4. Minty
So, how react?
Extra Ice sponsored an expedition
of Girl guides to Mt. Everest.
Official chewing gum since 2007 Sponsorship since 2005
Appealing to...
Women
Men
There is not much to see here new since 2007
except that in 2007 Extra added
fruit flavour AND attempts to Fruity
appeal to men, distributing
itself all over the chart. Taste
Source: Extra Corporate Website

5. You get the feeling that there is
no direction for the brand.
Spearmint, Doublemint, Juicy Fruit are the
untouchable classics. Orbit is the oral
healthcare brand. Airwaves is fresh air and
Hubba Bubba is for bubbles...
and Extra is for everything else.
Like new products.

6. Innovation, in other words new
products, drive the market.
48% of the category growth is caused by
Wrigley‘s new product development alone.
So we need new gum.
Source: http://www.gumlink.com/businessareas/chewinggum/pages/chewinggummarket.aspx
http://www.convenience-store.co.uk/articles/51241/A-sticky--situation.aspx?categoryid=157

7. Suggestion I:
Why stick to the Extra brand when you have
entirely new products?
You‘re not helping them by associating them
with something old, i.e. Extra. Nor are you
supporting the Extra brand by illogically
expanding it.
Create a new brand, a clean slate for the
innovative products range.

8. Suggestion II:
Define Extra.
Give people a reason to pick Extra other than
oral healthcare, breath, length of taste
and chewing pleasure (that‘s Trident).

9. When was the last time you fell asleep
while chewing on a pencil?
Or a gum, for that matter.
Chewing does something to our brain.
It eases stress, it keeps alert,
helps concentrate.
Research does in fact show
it‘s positive effects.
Source: http://www.wrigley.co.uk/index.cfm?articleid=327

10. Chewing gum improves focus, concentration
and alertness.
Extra with it‘s range of minty, icy strong
gums does just that.
Or to put it in adspeech:
Extra refreshes not just your teeth and
your breath but also your brain.
Source: http://www.wrigley.co.uk/index.cfm?articleid=327