DESIGNER

Manuel Hernandez Escamilla

PROFILE/DESCRIPTION

Company Profile: The company I am advertising for is Extra which is a gum brand owned by Wrigley’s. Extra aims to create gum that improves the daily life of hard working people like students. The advertisements will be placed in the 94720 zip code in Berkeley, California because of the high population of teens and young adults in the area who attend school and could use extra gum to focus in their studies when they are struggling with distractions around them. In this area there is also a high population of  “Young Digerati”, who are educated and wealthy adults with children, this makes them a strong target for the advertisements because they value education and have kids who are in school who could benefit from the focus that Extra gum gives you. Extra aims to help students stay focused in order to get the most out of their studies and improve their grades.

Brand Advantages: Portable, Affordable 

Brand Attributes: Long-Lasting, Convenient

Brand Experience: Focused, Energized 

GOALS

The goal of this campaign is to show students that chewing Extra gum can help them lock in while studying in order to get better grades. After seeing the advertisements students should feel motivated to try Extra gum as a simple and convenient way to help them focus. I want the campaign to make students think of Extra gum as a helpful and crucial part of their everyday school life.