HUBBA BUBBA SONG & DANCE

Background & Task salesdecliningWrigley’s sales of Hubba Bubba chewing gums were declining no new productsThere were no new products to be launched & nothing new to tell TV commercialworn outTV commercial was worn out and not efficient traditionaly TV advertiserClient is traditionaly TV advertiser (90% of the budget is usually TV) Stop declining salesinvolve childrenStop declining sales and involve children in a project that would last at least a year in order to keep them connected to the brand untill new products are launched TASK

Kids are bombarded with thousands of impulses every day Novelties don’t last long. They get fed up soon. Regular TV advertising rarely works! Kids need role models and INTERACTION. They are loyal only to things they believe in. Insights

Idea SUMMER SONGDANCE New interactive communication channel!

The idea stimulating, interactive and celebrity- endorsed campaign for kids’ brand ČUKIdancersWe developed a stimulating, interactive and celebrity- endorsed campaign for kids’ brand Hubba Bubba. By working closely with a popular children’s band ČUKI and the dancers, the Hubba Bubba song and dance were born - available for TV/radio broadcast and purchase as CDs. The initiative was supported by more than 100 concerts and dancing events and substantial publicity in major media.

Execution Main communication channels music spot –TV and radio music spot –CD –Concerts –Dancing events –Dancing events where Hubba Bubba dance was performed –Direct mailing –Direct mailing aimed at teachers in kindergartens and schools in order to invite them to dancing seminars Support communication channels –T shirts, baloons, web page, postcards, stage branding Music video/radio spot www CD Concerts/dancing events

powerplaySong became the powerplay of the week in 6 radio stations free coverageEUR Hubba Bubba got free coverage - a total of approx. EUR –in national and local TV stations and 40 radio stations - outside of commercial blocks –in national and local TV stations and 40 radio stations - got free of charge video/audio exposure outside of commercial blocks –in Print - –in Print - interviews and editorial materials in high reach print media and kids’ press 130+ concerts visitors130+ concerts and dancing events, visitors Increased awareness trial rateIncreased aided brand and ad awareness and trial rate The Results

Media plan Instead of classical usual Wrigley’s way we proposed this way

video presentation Please click for 2 min video presentation