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56: Jeff Wurtzel unwraps Extra Gum’s winning campaign

As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with Jeff Wurtzel, senior brand manager at Mars/Wrigley, who oversees the Extra Gum brand. They discuss Extra Gum’s “Unwrapping A Love Story” campaign — everything from the key insight, music choice, and the steps and surprises Wurtzel’s team faced along the way.

In the course of the interview, Wurtzel identifies two elements that are critical to the success of a brand: The ability to entertain and an eye ever-focused on the future. Speaking about brands, Wurtzel says: “There are so many ways they can entertain and reach and inform…and the opportunity to connect is huge. When you do it right, you can be so highly effective.”

As for his eye on the future, Wurtzel opines, “I think the marketplace (consumers) will reward the companies that have the smartest vision and mission, and level of transparency…and I think that consumers, with the power that they have, will continue to ask for it.”

Highlights from this week’s “Marketing Today” podcast include:

  • You have to give to get: Wurtzel discusses the key insight of the “Unwrapping A Love Story” campaign. (1:33)
  • Moving at the speed of success: “Unwrapping A Love Story” was a high-velocity super smash hit. (4:07)
  • The authenticity of the campaign propelled the effort. (5:02)
  • The proverbial sweet spot: A universal insight that appealed to everyone. (7:04)
  • Two elements in an effective marketing mix: Impact in the marketplace and emotional connection with consumers. (8:43)
  • Growing up, Wurtzel learned how to treat people the right way — with respect. (10:06)
  • That’s entertainment! Wurtzel identifies the biggest opportunity for marketers today. (13:03)