In 2017, Wrigley came to MTV for a co-branded marketing campaign for one of their brands, Extra Gum. They wanted to reignite Extra Gum’s brand to establish entertainment and cultural relevance. They wanted us to use music as a way to create a connection between pop culture and Extra Gum.

We utilized the credibility and access of MTV’s biggest night to build Extra’s brand equity within an entertainment platform, and soften the ground for Extra’s messaging.

We delivered by creating a new approach to VMA performances by creating an “As-live” performance with singer-songwriter, James Arthur. James engaged with his fan base, allowing them exclusive access via a multiplatform campaign. Post-campaign research concluded that the VMAs was the perfect environment as the Extra brand was positively recalled by fans, and purchase intent saw increases.