Quote:With teens chewing less, gum manufacturers change ad strategies

"Who wants gum?" was a question asked in countless Trident commercials over the years. Now stuck in a multiyear sales slide, gum manufacturers are asking themselves the same thing.

With teenagers, the core chewing constituency, increasingly bypassing the gum aisle, Chicago-based Wrigley recently launched a new ad campaign for its Extra brand reaching for broader appeal — and perhaps a few tears.

...U.S. gum sales are down more than $300 million since 2010, and the decline is accelerating this year. Sales have dropped 6.4 percent to $3.24 billion through the 52 weeks ended Aug. 11, according to IRI.

... a bigger problem may be decreased overall advertising spending, which has declined in lock step with sales. Gum advertisers spent $204 million on measured media last year, down from $218 million in 2011, according to Kantar Media. In 2010, gum advertising was nearly $287 million.

...Wrigley spent nearly $116 million on advertising last year, investing about $35 million each in 5 and Orbit, and $19 million in Extra, according to Kantar. Those budgets will be boosted as the new Extra campaign expands into digital and print by the end of the year, according to Splitstone.

"We are going to be spending more going forward," Splitstone said. "We're adding more media behind Extra, so that will be an uptick for us."

Quote:Charged with broadening Extra's appeal, Energy BBDO developed the idea for the inaugural spot by contemplating a ritual that Jimmy Dietzen, a creative director at Energy BBDO, engages in every Saturday morning — taking his own daughter out to breakfast.

"Handing somebody a stick of gum is a seemingly really small thing," said Rick Hamann, group creative director, 41. "But your relationship with other people is a collection of small gestures, and those small gestures can add up to being really big, important things in life."

Quote:"There are moments where you feel a separation happening between these two characters," said Dietzen, 33. "From a father's perspective, that's frightening, but to the daughter, that separation never existed. And that box represents that in this story, which we thought was really powerful."

Quote:I just found out the song for the "make you cry" extra gum commercial was sung by Haley Reinhart. THE HALEY REINHART.

(10-22-2015, 09:33 AM)lovinghaleyr Wrote: TNX.JOHN;TNX.BILLBOARD;TNX.OLE;TNX.SCOTT AND PMJ.
AND VERY SPECIAL TNX.TO HARRY AND PATTI REINHART FOR YOUR GIFT TO OUR
WORLD

Quote:Dina LaPolt ‏@dinalapolt 47m47 minutes ago Los Angeles, CA
I love my @HaleyReinhart http://www.billboard.com/articles/videos/popular/6737465/wrigley-gum-haley-reinhart-cant-help-falling-in-love …

Quote:chiarakramer
There are no words to accurately depict how proud I am of @haleyreinhart. She continually amazes me, but I can't say I'm surprised. Your future is so bright my little (flower emoji).

Quote:haleyreinhart
Prettttty sweeeet! (smiley w/heart eyes) @spotify #viral #1 #CantHelpFallingInLove #ExtraGum #spotify

Quote:mirandaskyler
@audreylaina that was Haley in the extra gum commercial!!!!!

Quote:ikeeek
#1 on Spotify Viral chart! #giveextragetextra #haleyreinhart #mixer #engineer
https://instagram.com/p/9Jyl9FzeuM/?taken-by=ikeeek