Marketer: Wm. Wrigley Jr. Company-Elizabeth Becker, marketing manager
Agency: BBDO, Chicago-Stacie Boney, executive VP, director of client services; Katie Clow, account executive; Phil Gant, executive VP, chief creative officer; Jim Hyman, senior VP, group creative director (copy writer); David Schiff, associate creative director (copy writer); Jim Kelly, copy writer
Promotional partners: Radio Disney-Jim Pastor, VP of sales; Kmart
Market: U.S. national
The idea: Wrigley wanted to expand its ongoing teen-targeting ‘Gotta have sweet’ Juicy Fruit campaign to reach a secondary market of kids ages six to 11. To accomplish this, BBDO worked with Radio Disney to come up with an integrated on- and off-air program to send the message home.
The campaign: The kid-targeting offshoot of the ‘Gotta have sweet’ campaign launched in January 2000, with two 30-second spots airing on the national Radio Disney network. This month, the campaign will heat up with a Wrigley-sponsored Radio Disney World Tour and a sweeps tie-in with Radio Disney and Kmart. One or two refresher spots will begin airing later this year.