Wrigley: That's a Thing Now by Energy BBDO
- Location:
Caffeinated gum is now a thing from the Mars Wrigley Confectionery company. The gum, called Alert Caffeine Gum made its debut just in time to wake people up from their daylight saving-induced sleep.
Alert is calling attention to its new chew with a ‘That’s a Thing Now’ campaign. The chewing gum contains 40mg of caffeine per piece, or the equivalent of drinking half a cup of regularly brewed coffee. The caffeinated gum is designed to give adults a simple and portable alternative to energy drinks, coffee and soda.
In order to get the word out about Alert Caffeine Gum, the brand has launched a new creative platform touting the uniqueness of the product through the tag, “That’s a thing now.”
The new campaign launched over the weekend with a timely activation around Daylight Saving Time. As the US set the clocks to “spring forward” an hour, Americans lost a precious hour of sleep. Alert Caffeine Gum’s long-form music video poked fun at how much Daylight Saving sucks and suggests that viewers can get a much-needed energy boost from the caffeinated gum. In the coming weeks, there will be a total of 20 different social films featuring colorful characters and depicting that caffeine gum is “a thing now.”
Credits
Client: Alert Caffeine Gum
Title: “That’s a Thing Now”
Agency: Energy BBDO
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Josh Gross
Executive Creative Director: Pedro Pérez
Creative Director: Alejandro Juli
Creative Director: Manuel Torres
Copywriter: Paul Carpenter
Art Director: Chris George
Executive Producer: John Pratt
Senior Producer: Jeff Davis
Director of Music: Daniel Kuypers
Managing Director: Jeff Adkins
Client Service Director: Lianne Sinclair
Global Account Director: Jamie DeFer
Account Supervisor: Layne Steele Paddon
Global Strategy Director: Allison Arling-Giorgi
Program Director: Jeremy Hawking
Production Company: Flare
Photographer: Brian Cooper
Executive Producer: Mitch Monzon
Animation: Jason Voke
Sound design/Mix: Sarah Krohn