Wrigley's Extra: Food Creatures

Wrigley and DDB Sydney have evolved the long-running 'Food Creatures' campaign to remind people of the oral care benefits of chewing after eating and drinking with a revitalised, impactful direction.

The 'Food Creatures' have this time been portrayed as a menacing gang of thugs, accompanied by a re-recorded version of 'Bad Boys' by Inner Circle. The message is underpinned by the re-introduction of the oral pH graph, to remind consumers that there is a serious, scientifically-proven rationale behind the fun and entertaining brand idea.

Wrigley and DDB Sydney launched the 'Food Creatures' campaign idea in 2007 and it has since been rolled out to over 50 of Mars Wrigley’s markets, many of which are using executions generated in Australia.

Simon Veksner, deputy ECD at DDB Sydney, commented: "Batman has The Joker, and Harry Potter has Voldemort – a great hero needs a great villain. It's already the market leader, but we feel that these new meaner, nastier Food Creatures will help make an even bigger hero of Wrigley's Extra."

Chris Blayney, Marketing Director Wrigley Pacific commented: "This is a new spin on one of the most successful campaigns Wrigley's has seen. We created it back in 2007 and five years later it is still going strong. The global scope of Food Creatures is a great example of Australian creativity travelling around the world. We look forward to more people chewing more gum."

David Chriswick, Planning Director at DDB Sydney, added: "The challenge for us this time around was to balance the rational sciencey stuff with a short story that would stand out again and entertain. With a distinctive soundtrack and an edgier spin on these six inch celebs, I think we've done well and I'm confident that the 'Eat, Drink, Chew' message will be even more meaningful as a result."

The 30 second TVC goes to air on the 12th February and will be complemented by outdoor and radio across various networks.