Advertising for Wrigley's Extra Chewing gum
The twist
Target audience : Hipsters
Target audience : Hipsters
The Idea
Today, most people term hipsters to be pretentious, snooty and obnoxious, amongst other adjectives.
Keeping that in mind, the re-target advertising is a 'tongue-in-cheek' portrayal of what hipsters were originally about:
Guys enjoying their quirks - with a classic grin!
Objective
The re-target is not to change consumer preference, but rather to portray 'Extra Chewing gum' as a funny, quirky and hip brand reaching out to all generations and genres of people.
