After having re-established the market share growth of our brand Extra Gum through a heart-warming advertisement called "Origami", there was still concern as to whether an emotional approach was the most viable for a gum product on the long term. Was this success a one-hit-wonder, or the beginning of a more lasting tendency? It was a critical question for Wrigley, as Extra had become its largest-growth brand.

​

We responded by creating "The Story of Sarah & Juan," a short film that quickly became one of 2016's most celebrated love stories. With this universal story at the heart of our communications, we designed a communication plan to maximize reach by sharing, inviting participation, and responding in real time to generate new stories.

​

As a result, we more than quintupled Extra's growth rate, even if the gum category was generally in decline.