WRIGLEY "CLASSICS LAST LONGER"

ClientWRIGLEY
Category B04. Posters
TitleWRIGLEY "CLASSICS LAST LONGER"
Product/ServiceWRIGLEY'S SPEARMINT
Entrant BBDO GROUP GERMANY Düsseldorf, GERMANY
Idea Creation BBDO GROUP GERMANY Düsseldorf, GERMANY
Credits
Name Company Position
Wolfgang Schneider BBDO Group Germany GmbH Chief Creative Officer
Darren Richardson BBDO Düsseldorf GmbH Chief Creative Officer / Executive Creative Director
Kristoffer Heilemann BBDO Düsseldorf GmbH Creative Managing Director
Fabiano Oliveira Proximity Worldwide GmbH Creative Director / Art Director
Mike Bayfield Proximity Worldwide GmbH Copywriter
Thiago di Gregorio Proximity Worldwide GmbH Art Director
Miguel Chordá Proximity Worldwide GmbH Graphic Designer / Illustrator
Farhad Abasov Proximity Worldwide GmbH DTP / Retouch
Pascal Vrinssen BBDO Düsseldorf GmbH Group Account Director
Chris Robertson BBDO Düsseldorf GmbH Creative Director
Sabine Frank BBDO Düsseldorf GmbH Client Service Director
Sandra Kapitany BBDO Düsseldorf GmbH Senior Account Manager

The Campaign

Using iconic brand and product elements we wanted simply convey our message by creating an unfolding time line, showing how Wrigley’s Spearmint Gum goes on and on and on. It’s flavour too. So we took the texture and format of the sticks of gum to create a seemingly endless, labyrinth-like loop. But to further convey the 'long-lasting' message we needed to tell a story. So what better way to do this than to use famous classic stories, known and loved around the world, that have also been around for a long time. And – just like Wrigley’s itself – they should be around for much longer too. The sticks of gum come together to show the two protagonists of each story, completing the picture and triggering memorable recognition in our audience.

Creative Execution

To really evoke a ‘classic’ feeling we wanted to recreate a ‘classic look’. The flat grainy illustration style is reminiscent of print ads from a bygone age, providing a further link to the classic stories. The use of textures and smooth shadows helps take the viewer back to a previous era, evoking a warm sense of nostalgia that belongs to our collective imaginations. Something familiar and reassuring. Something that you know and trust that has stood the test of time. Just like Wrigley’s itself.

Indication of how successful the outcome was in the market

The placement of the ads and posters were meant as a pilot for Wrigley. Wrigley wanted to understand if an emotional reminder of the Classic in the right context would also be able to actually drive more sales conversion. So, the outdoor campaign was placed nearby shops in key locations, where people are travelling and buying newspapers, magazines, drinks and snacks etc. from convenience stores at stations and airports. This pilot proved to be very successful. The sales of the Wrigley's Spearmint in shops with posters nearby were significantly higher than in shops without the poster. People obviously loved to be reminded about a brand that has stood the test of time. After doing the analysis of the good results, Wrigley is now planning to roll the campaign out on a broader scale.

Pretty much everybody chews gum, so our target audience was very broad – people from 18-80. But we also wanted to capture them in/near environments where they buy gum. This is typically when people are on the move, especially when they are travelling by rail or air and they buy newspapers, magazines, drinks and snacks etc from convenience stores at stations and airports. So we placed our ads in these key locations, with some spots also close to bookshops to further leverage the literary connection. And of course, what do people on the move do? They read.