WRIGLEY’S CHEWING GUM

THE BIG ISSUE:

Wrigley’s Extra chewing gum’s market share had been declining in Australia as new competitors joined the category. They needed to reinvigorate the brand to reclaim its mantle as the number one gum in the country.

THE BIG IDEA:

When you eat food, it follows you around like a bad smell for the rest of the day. So, the idea was to bring this food to life through the creation of a range of “Food Creatures”, miniature anime style characters that followed people around, until they are wiped away by simply popping a piece of Extra gum.

THE BIG RESULTS:

What started off as one thirty second TV ad, soon blossomed into a huge campaign across the globe.

Versions of the Food Creatures were created and ran in over one hundred markets globally, and were translated into seven languages.

Record sales were achieved around the world, helping Wrigley’s to become #1 in the world.

The Food Creatures co-starred alongside Antonio Banderas, Sarah Silverman, Bollywood star Deepika Padukone, and Ashton Kutcher. They got turned into a Candid Camera style game show in Argentina. They were manufactured into toys in Asia. Versions were created all throughout Europe, Asia, the US, South American and the UK.

It is one of the few global campaigns to have begun in Australia.

(Apologies for some of the picture quality on some of the videos. They're like ten years old now and hi-def hadn't been invented yet... :)

Below you will find a selection of some of the dozens of versions of the BIG idea that ran in different markets around the world for over a decade.