Extra® discovered a little extra fact through a health-related study: People who chewed sugar-free gum three times hourly in the afternoon ate less sweet snacks. So what did we do with it? Use it to own an extremely rich space within its category — gum as a weight-management aid.

Sure, gum is fun. But gum as a weight-management tool? Now that was news to us. It was also news to our target, a calorie-conscious woman who often falls victim to afternoon snack temptations and needed Extra® help. First, we launched The 3PM Snackdown Challenge™ to show how Extra® was a weight-management aid capable of crushing that mid-afternoon sweet snack temptation. Then, we added credibility by featuring Bob Harper from The Biggest Loser. Finally, we launched it during retailers' most important weight-management season — January.

The fully integrated campaign included an instant win on-pack game, which drove traffic to the website. Online, consumers got the chance to win a trip to the Biggest Loser Resort for a private training session with Bob. PR used our celeb in print and broadcast. Bloggers and The Biggest Loser contestants amplified the message in social media. Print and online advertisements provided support. We also partnered with a key retailer to create a customized shopper experience—a dedicated brand engagement page that offered a downloadable weight-management digital application, branded tips and messaging, and additionally, branded displays in store.

For a weight-management promotion, we sure gained a lot: millions gained in instant game plays, tens of millions gained in public relations impressions and gains in retail. We also gained multiple national marketing awards, now that's heavy.

Caveat: exact business numbers not provided per agency's discretion of client information.