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14: Chris Balach, Team Leader, Shopper Marketing & Consumer Promotions, Wrigley (former Sr. Brand Manager, Extra Gum & Mints)

Chris Balach, senior brand manager of Extra Gum, sat down with Alan Hart to discuss his recent Effie win. Gum had been in a 2-year decline. Extra, one of the category’s largest brands, had been declining for even longer. That changed dramatically when Extra stopped following the conventional gum script and started to infuse the brand with meaning that transcended the category and touched peoples hearts.