| Brand | WRIGLEY'S MIDDLE EAST |
| Product/Service | 5 GUM |
| Entrant | OMD Dubai, UNITED ARAB EMIRATES |
| Category | VIRAL AND EMAIL MARKETING |
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Advertising Agency
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
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Entrant Company
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OMD Dubai, UNITED ARAB EMIRATES
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Media Agency
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OMD Dubai, UNITED ARAB EMIRATES
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Brief Explanation
5’s positioning of ‘Stimulate your Senses’ - encourages people to embrace new experiences into the unknown. Therefore, we needed to find a sensory hook to launch the new gum.
The biggest ‘sense’ shaping the lives of youth is undoubtedly their hearing and music – either listening or creating. This led us to focus on the sensory stimulation of sound by inviting young people to produce the brand track for 5.
Sales volume jumped to 14% at launch, boosting Wrigley’s total volume by 6%. After aiming for a 5% category share, 5 has captured 8% of the gum market.
Credits
| Rami Zeidan |
Omd Uae |
Director |
| Nagham Akileh |
Omg Social Media |
Manager |
| Muhammed Ali Jamadar |
Omg Social Media |
Sr. Executive |
| Neelofer Sheikh |
Omd Uae |
Manager Digital |
| Layal Takieddine |
Omd Fuse |
Director - Content |
| Yasmeen Al Naif |
Omd Fuse |
Manager - Content |
| Ramzi Abboud |
Omd Uae |
Supervisor Trade |
| Bashar Hosn |
Bbdo |
Group Head |
| Sirine Hamade |
Bbdo |
Account Manager |
Links
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