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Wrigley looks to distinguish its Extra Polar Ice gum line from other “icy cool” flavors with an irreverent, teen-oriented campaign from BBDO Chicago.
The first line extension of Extra in nine years is aimed at teens, who chew the most gum, with ads that take a low-tech approach to reach a group that “is really media and advertising savvy” said BBDO client services director Stacie Boney.
Eight 15-second TV spots and one 30-second spot that break today show, in deliberately amateurish ways, teens who chew the intensely flavored gum taking on the attributes of polar bears, said Phil Gant, BBDO Chicago’s chief creative officer.
“It’s a cross between Wayne’s World and The Blair Witch Project,” Gant said.
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