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Wrigley’s chewing gum Social Acceptability Campaign
“…provide a behavioural economics lens to give thoughts on whether the ideas chime with your understanding of the art and science of influence and behaviour change”
Flamingo International, London – the global insight and brand consultancy – were asked by their client Wrigley’s UK to pull in a behavioural economics communication expert to compliment their rhetoricians to give a view on their existing chewing-gum press adverts from Bray Leino.
The ads were running in press in the UK, and were designed to increase positive attitudes to chewing among an older age group and in so-doing increase the sales ceiling.
The ads were working, to a degree – but could they work harder Wrigley’s asked?
Flamingo and The Hunting Dynasty spent a day together carving out behavioural insights on all aspects of the ads from the obvious parts such as the use of words, content, and imagery, to the more obscure approaches such as the use of authority (which can be children or brands as much as known experts), and normalisation through the movie industry.
We wrangled these insights together into a day-long presentation and workshop planned to end in two or three new creative briefs for Bray Leino to re-do the ads for testing.
Oliver wrote the behavioural appraisal to compliment Flamingo’s rhetorical appraisal, and co-presented with Flamingo at Wrigley’s.
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For more on this, or any other project, call us on 0843 289 2901, or email us at info@thehuntingdynasty.com
Phone us on 0843 289 2901
