Sunday, October 11

Extra Gum Made Me Cry

This video has been flying around my social channels the last few days, so much so that I just had to write about it.

As marketers, many of us have managed brands in categories that feel like commodities. It often seems impossible to find a way to differentiate from the competition and to connect with consumers on a deep level. This can be true of many products like laundry detergent, household cleaners, toothbrushes...I personally worked on one for many years.

And chewing gum. How do you make chewing gum seem different?

Here is Extra Gum, doing just that.

Without as much as a lick of copy or a spoken word. No words, no product claims, no superiority language...just an engaging story. With a brilliantly crafted approach to weaving the product into our lives without forcing it. Not so easy.


The best part is the commentary that has come along with the video. Almost everyone has commented on the irony of a commercial for gum making them cry. Me included!

Did Extra Gum make you cry? What's your experience? JIM

PS - A reader clued me into the fact that this campaign started awhile ago with this little ditty:

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