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Assignment for Account Planning School of the Web: Extra Gum

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  1. 1. What's extra about Extra?
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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