2017 Winners & Shortlists

The Campaign

Extra Bubblemint Treehouse Store. Launching a new chewing gum with the taste of childhood.

Creative Execution

In November 2016, we opened the Extra Bubblemint Treehouse Store in Dubai Creek Park, exclusively for adults. The charming, eye-candy 4.5m x 5m treehouse store was supported by a robust steel base and was constructed within 48 hours. It was also fitted with nine hidden cameras that, for a week, captured over 3,000 grown-ups trying the gum and having child-like fun and games with a retro video game console, a polaroid camera, a bubble blower and a wide range of toys imported from their childhood days — not to mention, an exhilarating exit slide.    We then shared the activation film on social media to give everyone the taste of Bubblemint. Everyone could also visit the treehouse store virtually with our immersive 360-degree VR headsets in key supermarkets around the region.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 3,000+ visitors over a week • Over 8 million total online views in 3 days • 17x higher click-through rate than market average • Extra Bubblemint became the top-selling Wrigley gum • Extra gum market share increased by a whopping 4% • The Treehouse Store turned adults into children again

Explain why the method of promotion was most relevant to the product or service

Wrigley’s Extra Bubblemint is a gum for adults that offers the taste of childhood. So to launch it, we brought a childhood dream to life on Children’s Day by opening a Treehouse Store in Dubai Creek Park. More than 3,000 grown-ups tried the gum and relived their childhood with toys imported from their younger years. And over 8 million people ‘visited’ the store online, and virtually using the VR headsets in key supermarkets around the region. Making Extra Bubblemint the top-selling Extra gum flavour and turning adults into children again.

Target audience: Grown-ups (28+) who are young at heart and love to set their inner child free. Approach: When we were kids, we were at our happiest. Life was like a pack of gum. Wrigley’s Extra Bubblemint tastes just like those times. So we positioned the gum as the taste of childhood. And on Children’s Day, we launched it by bringing a childhood dream to life.