Following the Mars strong showing at the Effie Awards in June 2023 — where eight brands across three segments took home trophies — we’re thrilled to close out the year with a 2023 Grand Effie award for EXTRA gum’s “For when it’s time: EXTRA gum’s pandemic comeback” campaign.
Since 1968, the Effie Awards have recognized marketing campaigns that best demonstrate how brands effectively solve a marketing challenge, connect with their target audience and achieve the results to prove the campaign’s effectiveness.
The EXTRA campaign was originally crowned a Silver winner in the 2022 Effie U.S. Awards under the Brand Content & Entertainment – Products category, thereby making it eligible for the Grand Effie Awards. All Grand and Gold winners from the 2022 Awards competitions around the world were invited to contend for the Grand Effie title to determine the most effective marketing efforts of the year.
Born out of the challenges posed by the COVID-19 pandemic, the “For when it’s time” campaign struck a chord with audiences globally, offering a message of connection, comfort and hope. The objective was to craft a narrative that resonated with consumers on a personal level in a time of uncertainty, with the campaign’s prevailing message of optimism holding true to our values of creating the world we want tomorrow.
Following a first round of judging, 53 campaigns moved forward with just 12 total winners emerging victorious following Global Grand Judging. The EXTRA campaign took home the top prize in the Food & Beverage category in collaboration with agency partners BBDO, MediaCom, ICF Next and The Mars Agency.
