2008 Food/Grocery Winner

TITLE Juicy Fruit World’s Biggest Online Beach Party
AGENCY OMD
CLIENT Wrigley Company

OBJECTIVES
After years of little support Juicy Fruit had become a forgotten brand among teens. Although it enjoyed high overall awareness, its spontaneous awareness was low. Simply reminding people of Juicy Fruit wouldn’t be enough. OMD needed to reconnect with teens again, with a budget of only $250,000.

CAMPAIGN
The media strategy was derived from three key insights: the social network phenomenon; the importance of community, self-expression and personalisation with the “my media” generation; and the universal “like” of all teens –the beach. From this, the World’s Biggest Online Beach Party was born. Wrigley opened its very own property, the Juicy Fruit Beach Café, within Habbo Hotel and after a three-month
program hosted the World’s Biggest Online Beach Party.

RESULTS
During the campaign period sales of Juicy Fruit increased by 85% and Juicy Fruit regular usage within its target increased from 7% to 11%. Furthermore, 7878 teens attended the World’s Biggest Online Beach Party.

Judges’ comments

The campaign harnessed social media to engage consumers on many different levels, which ultimately led to an increase in sales.