Wrigley: That's a Thing Now by Energy BBDO

Client: Wrigley
Date: Mar 2018
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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.”


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

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