Posts Tagged ‘Wrigleys’

Ads worth chewing over

August 24, 2011

I have been regularly noticing these ads over the last few months:

I think they’re really effective and an example of something you don’t see very often: communications addressing a category issue rather than creating brand preference. I assume the chewing gum category is declining or at least that more upmarket people are reluctant to use it because it seems rather uncouth (as my mum would say: we were never allowed to have it as kids).

No matter how much a brand talks about its dental benefits or fantastic taste, they’ll still run up against this image barrier which means they don’t even get considered by some people. This is not a situation unique to gum of course (frozen food, babyfood …) but I can’t recall seeing such a explicit yet elegant advertising response to that kind of situation.

It’s an interesting way of using celebrities: shot in their real lives with quite real-sounding first-person copy. And they’re good celebrity choices: quite posh yet likeable people who you wouldn’t expect to chew gum.

The branding is interesting: kept low-key and Wrigleys have selected their sugarfree, teeth cleaning brands Extra and Orbit as the most acceptable face of this initiative (rather than say the classic Wrigley’s sugared flavours like Juicy Fruit and Spearmint). Minor quibble: wouldn’t it have been confident and clear to use Extra throughout, rather than sticking Orbit into one?

And the media planning is well-targeted and unexpected: I’ve seen it in quality newspaper weekend magazines and the Metro.

‘Worth chewing over’ is a nice understated summary thought. I’ve only just noticed that it’s not just a line but a website address. Going there you see an attempt to get people expressing opinions on a forum of sorts:

But it looks pretty unvisited, with no recent comments at all. It looks like they succumbed to the current vogue for all communications to link to some form of online participation, rather than taking the more realistic perspective that very few people will bother (particularly given your core audience are disengaged with the category!).  And that’s OK: the ads work by slow-burn exposure. You just keep seeing them and it gradually helps to change your perspective. Nicely done.

 

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