Wrigley character gets up to mischief in Dubai

Wrigley wanted to maintain a functional message, emphasising its connection to tooth protection after every meal, while simultaneously building a stronger consumer connection with the brand.

The communication was centered around dramatising the food particles as characters being washed away by Extra Aqua. Inspired by the commercials starring food characters: a banana, a coffee, a doughnut and a pizza slice, Wrigley used a content-driven activation to position Extra Aqua as a lively and fun brand, one that consumers could connect and play with.

Generating intrigue

With the characters brought to life, the storyline was in the form of short news clips and pictures, starting with the fruit arriving in Dubai. Various social media platforms and formats like faux PR were used to generate intrigue in the minds of consumers. This activity was supported with high frequency advertising using prominent ad formats to create awareness. As the story continued, the characters became more visible around Dubai in street activations where they interacted with the public.

The story took a dramatic turn when it was revealed that the characters were in fact fugitives hiding from Extra Aqua, bringing the product proposition of 'washing away food particles' to life. Short videos established the different character personalities. These videos were seeded across all platforms and ambient elements like "wanted" posters in buildings, community boards and car windscreens were added to the activation to complement and bring drama to the plot. The story ended with the characters being captured by Extra Aqua.

The entire story was documented on Facebook along with fans comments and postings. The seeding strategy proved very effective. More than 5 000 views of the videos in the first week and an average of 14 000 impressions per post on the Facebook fan page. In the first week it generated 10 000 fans and generated a significant word of mouth.

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