After what may have seemed like a very long two years since the success of Extra’s first gum wrapper centered video, “Origami,” the company released a second advertisement featuring the brand’s foil wrappers. Quickly capturing a favorable public opinion, the new ad, “The Story of Sarah and Juan,” gained 74 million views within a week of its release.
Audiences have eagerly waited for the Wrigley Company to produce another video for the campaign. With the tag line “Give Extra à Get Extra,” the ads tell stories about how it’s the little things that add up.
Marketing Magazine talks about the “Minty Love” vibe of the ad and the love it or hate it mentality viewers will have. The video starts on the steps going into a high school where students Juan and Sarah first catch each other’s eyes and one offers the other a stick of Extra Gum. As the ad continues, the relationship of the two characters has its ups and downs. However, there is always one constant – Extra Gum.
Whether it’s the love story or the catchy Haley Reinhart cover of Elvis’ “Can’t Help Falling in Love,” the video has captivated the minds of its audiences. In two minutes of video, an emotion can be conveyed that will resonate with audiences, potentially creating a very positive brand association for Extra.
The ad comes at a time when viral videos are what create an engaging, lasting memory with a brand’s audience. Audiences have taken social media by storm, sharing the ad on their Facebook, Twitter and other social media accounts. Twitter users took to the social media platform to express the emotions watching the video evoked in them. Many also noted that they were initially exposed to the ad through it playing before the YouTube video they were attempting to watch. These various channels are key for reaching the maximum possible audience.
For more on The Story of Sarah and Juan check out the Marketing Magazine article here: http://www.marketingmagazine.co.uk/article/1368588/love-hate-it-extra-gums-the-story-sarah-juan-definitely-having-moment