Cannes Lions

JUICY FRUIT

EVOLUTION BUREAU, San Francisco, Ca / WRIGLEY / 2012

Overview

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Overview

Description

Juicy Fruit wanted to regain relevance among a teen audience by moving their entire marketing budget to digital media. In turn, we created the Sweet Talk iPhone app – the perfect way to spread sweetness for our mobile-obsessed, share-crazy audience.Launched in the iTunes App Store and supported by Juicy Fruit’s Facebook page, the app lets people pick from one of ten sweet characters, place their phones over their mouths, and let some distinctively sweet phrases fly.To date, Sweet Talk has been downloaded over 2.3 million times, with over 150 million video views, and not a single dollar of paid media has been spent.

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