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Extra Reminder

Extra Reminder | Wrigley's | BBDO
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basics
Industry: Food
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for Media?

Extra Reminder launched in partnership with petrol and retail giant BP. It acts as a cash register integration that is programmed to play a special sound when the cashier recognises a barcode from food and drink items that might make your mouth feel anything less than fresh. Newspapers and bread were fine, but anyone who bought items like tuna sandwiches, coffee or cigarettes caused the Extra Reminder to go off. An interactive index was created with over 200 food and drink items that were then programmed to interface directly with an individual stores cash register system. This triggered the alert

Background

Sales for gum have been declining for the last 10 years. This has been blamed on the popularity of distracting smartphones during the shopping experience, and the demise of loose change that was usually used to pick up smaller FMCG items. Chewing gum even has the best real estate in the store right by the checkout, but customers were still forgetting to pick some up, even after buying food or drink that might make your mouth feel anything less than fresh.

Describe the creative idea/insights (30% of vote)

With a fresh and clean mouth, you feel ready to take on the world. But there’s a problem. People aren’t always picking up gum when they’re out buying food, even though it's right by the checkout counter it's all too easily forgotten. So, we decided to give consumers an Extra Reminder.

Describe the strategy (20% of vote)

Our target audience was everyday Australians shoppers who were purchasing FMCG goods in convenience stores. Due to the nature of this shopping, customers want to get in and out as fast as they can, and even though our brand has prime real estate by checkout, we were being ignored. Extra Reminder made customers aware of the food and drink items they were purchasing which could cause bad breath and gave them a reason to purchase gum.

Describe the execution (20% of vote)

Partnering with BP, we built the Bad Breath Index®; an algorithm that recognizes bad-breath-causing foods and triggers the alert if scanned. The system recognised and responded to customer buying habits, creating customised reminders by offering different strengths of
gum, based on the type of food or drink purchased. This system was then tailor fitted to store inventories where the Extra Reminder was implemented.

List the results (30% of vote)

327% sales increase in chewing gum sales seen in stores with the Extra Reminder.
39% increase in awareness.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2019
Silver Media
Food & Drink
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