As part of an ongoing series of conversations with 2017 Effie-winning marketers, I spoke with Jeff Wurtzel, senior brand manager at Mars/Wrigley, who oversees the Extra Gum brand. Naturally we discussed Extra Gum’s “Unwrapping A Love Story” campaign—everything including the key insight, music choice, and steps and surprises Wurtzel’s team faced along the way.
As for his eye on the future, Wurtzel opined, “I think [consumers] will reward the companies that have the smartest vision and mission and level of transparency … and I think that consumers, with the power that they have, will continue to ask for it.”
Highlights from this week’s “Marketing Today” podcast include:
- You have to give to get: Wurtzel on the key insight of the “Unwrapping A Love Story” campaign. (1:33)
- Why the campaign was a high-velocity super smash hit. (4:07)
- The power of authenticity. (5:02)
- The proverbial sweet spot: A universal insight that appealed to everyone. (7:04)
- The two elements in an effective marketing mix. (8:43)
- How to treat people the right way—with respect. (10:06)
- That’s entertainment! The biggest opportunity for marketers today. (13:03)
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