| Title | Chain / Dancers in the Mist |
| Agency | BBDO Düsseldorf GmbH |
| Campaign | Wrigley's Knight In Shining Armour |
| Advertiser | Wm Wrigley Jr. Co. |
| Brand | Wrigley's Airwaves |
| Posted | September 2003 |
| Business Sector | Chewing-Gum |
| Tagline | Bite It. Breathe Free |
| Story | This ad was made in cooperation with Mark/BBDO Prague (Czech Republic). We see our hero relaxing in the meadow where after while some strangers interrupt her in relaxation and start fighting with her. At the most dramatic part we see our hero in grip of enemy and his chain. Also, we see that she is having breathing difficulties. She takes Airwaves, bite it and breathes free. In the last frame we see her relief |
| Philosophy | CREATIVE STRATEGY Airwaves was re-positioned as a breathe free chewing gum, providing the consumer with the kick to breathe free, due to its unique combination of ingredients. Airwaves was established as an efficient problem solver and its functional message communicated in an entertaining way, attracting a great deal of attention. Creatively, this strategy depicted a hero in an emergency situation that takes his breath away. Airwaves is his saver in time of need it delivers the instant kick to breathe free that rescues our hero in this dangerous situation. The spot resembles movie formats. Until the product was shown, viewers had the impression of watching a trailer for a new movie. This vehicle gave Airwaves a dramatic appearance in the most thrilling moments. The integration of such a bigger than life format, unusual for commercials, generated significant attention and high viewer involvement. MEDIA - TV - Radio MEDIA STRATEGY Media reach needed to be fast and high in order to reach the target group potential with a huge amount of contacts and achieve a top-of-mind position. This media needed to be high-impact, image-supportive and allow for communication in an emotional way. Finally, continuity within the given budget was required in order to set continuous impulses for sales and maintain the required level of brand awareness. For this reason, television was deemed the preferred medium, especially in France. Radio was complementary to support sales and promotions. |
| Problem | SUMMARY Wrigleys Airwaves was launched in 1998/1999 as first cough candy to chew. While the launch succeeded, by 2000/2001, the conversion of candy consumers into chewing gum consumers did not. Also, the specific quasi-medicinal promise was not believed. Given the slight decline, in terms of volume, of the chewing gum market in Europe (except France), it became critical to reposition Airwaves. In September 2001, Airwaves was launched on the French market as the first breathe free chewing gum, thereby extending the market and increasing consumption. Similarly themed campaigns were also rolled out in Germany and Poland. Also, innovations and new flavours or flavour combinations give new impulse to the market. The challenge being, however, that every launch brings the risk of self-cannibalisation. CAMPAIGN OBJECTIVES Revise Airwaves brand positioning in August 2001 with the objectives: - Give brand a broader platform and hereby generate more consumption situations. - Market extension with avoidance of self-cannibalisation. a) Communication objectives: Increase brand awareness (unaided) to min. (*)France 20%, Germany 55%, Poland 40% Increase advertising awareness (unaided) to min (*)France 20%, Germany 30%, Poland 25% b) Market performance objectives Increase sales due to trial rate of min (*)France 20%, Germany 55%, Poland 50% * Chewers in past 7 days TARGET AUDIENCE Males and females, ages 14 to 39 |
| Media Type | Television |
| Length | |
| Market | optionlist-countries.COU374, Europe, United Kingdom, Australia, New Zealand |
| Business Director | Sabine Frank |
| Senior Brand Manager | Dagmar Thoener |
| Advertising Manager | Vaclav Naiman |
| Creative Director | Leon Sverdlin |
| Creative Director | Marco Pupella |
| Copywriter | Marco Pupella |
| Art Director | Leon Sverdlin |
| Agency Producer | Lenka Hájková |
| Director | David Alcalde |
| Director of Photography (DOP) | Juan Miquel Aspiroz |
| Account Director | Zdena Novakova |
| Production Company Producer | Ondrej Jezek |
| Production Company | Target Pictures |
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