Launched across 29 cities in China this month, the Leo Burnett-developed campaign is spearheaded by television, and is supported by in-store activation. The push focuses upon a daughter's relationship with her mother, and according to agency heads, signals a landmark shift away from the brand's previous tactical-based approach. Traditionally associated with functional benefits revolving around oral care and the prevention of tooth decay, the brand is now seeking to convey a more emotional message to consumers, by drawing a parallel between "human kindness and appreciation, and the caring that the brand brings to consumers in the area of oral care", according to Jimmy Liang, business director, Leo Burnett Guangzhou.
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"This is just the beginning of a thematic message that we want to build around the Extra Xylitol brand using mass media," he said. "TV is still a very powerful platform to get across a broad message and, going forward, the brand communication will continue to build on the thematic message via an integrated approach."
Backed by a melancholic soundtrack, the 30-second spot opens with a young woman on a train, opening a card from her mother, which reads, 'remember to have meals on time, take good care of yourself'. The woman's mind flashes back to an emotional farewell with her parents on the station platform, as she opens a lunchbox packed by her mother. Inside she finds a bottle of Extra Xylitol gum, a simple gesture that shows the extra care a mother has for her daughter, and the spot finishes with the line, 'care for your teeth, care for you'. "This emotional approach in communication is not often seen or used in this low-involvement category," said Liang. "Extra Xylitol has successfully established the quality and professional image in the area of oral care and teeth protection. Now, Wrigley is aiming to enhance the affinity level of the brand with consumers, by associating the emotional, feel-good aspects that consumers have among their family with the brand." According to Leo Burnett figures, Chinese consumers purchase an average of 15 sticks of chewing gum each year, compared to 70 to 80 sticks purchased by their counterparts in Taiwan. With a massive population base, the category is regarded as having significant growth potential, with 2005 figures indicating the industry was worth more than US$250 million.
MEC is handling media planning and buying duties for the campaign, which is expected to run until the middle of the year.
Backed by a melancholic soundtrack, the 30-second spot opens with a young woman on a train, opening a card from her mother, which reads, 'remember to have meals on time, take good care of yourself'. The woman's mind flashes back to an emotional farewell with her parents on the station platform, as she opens a lunchbox packed by her mother. Inside she finds a bottle of Extra Xylitol gum, a simple gesture that shows the extra care a mother has for her daughter, and the spot finishes with the line, 'care for your teeth, care for you'. "This emotional approach in communication is not often seen or used in this low-involvement category," said Liang. "Extra Xylitol has successfully established the quality and professional image in the area of oral care and teeth protection. Now, Wrigley is aiming to enhance the affinity level of the brand with consumers, by associating the emotional, feel-good aspects that consumers have among their family with the brand." According to Leo Burnett figures, Chinese consumers purchase an average of 15 sticks of chewing gum each year, compared to 70 to 80 sticks purchased by their counterparts in Taiwan. With a massive population base, the category is regarded as having significant growth potential, with 2005 figures indicating the industry was worth more than US$250 million.
MEC is handling media planning and buying duties for the campaign, which is expected to run until the middle of the year.