WILLIAM WRIGLEY JR. CO.
Joe Gottschalk Consumer & Mkt. Insights Dir.-N. Amer.
Vic Mehren Mktg. Dir.
Lucas Erickson Sr. Mktg. Mgr.
Sr. VP-Planning Dir.
Sr. VP-Acct. Dir.
Board Acct. Dir.
5: STIMULATE YOUR SENSES
The challenge was to break out of the functional constraints of the
gum category to build a brand recognized as a meaningful part of
the lives of teens and regain their lost consumption. This integrated
marketing campaign was created to grab hold of this audience
and plunge them into a world of sensory experimentation. The work
shows that the 5 brand is more than just gum. It embodies the
explorer mindset. The Wrigley sales team has called 5 the most
successful launch in Wrigley history.
SOLAR LAUNCH CAMPAIGN
On Earth Day 2008, SunChips' factory in Modesto, Calif., opened
a 10-acre solar grid so that SunChips would be made with solar
energy. However, the brand's users were not hard-core green
consumers, and they didn’t care to hear about the details. They
just wanted to know they were doing something a little better.
The challenge was to find a way to connect a solar field at the
SunChips’ factory to the product that people held in their hands
and make the solar news simple, accessible and tangible.