For many years, dentists have recommended to regularly chew Wrigley's Extra Professional to keep teeth healthy and clean. The campaign shows the long-term effects of this decade-long proposition: empty and sad looking dentist waiting rooms in the style of past times, because patients are missing. Every room still displays a little pack of Wrigley’s Extra Professional. Tagline: Foolishly recommended by dentists since 1987.

The execution consists of the online video, a 30” TV Commercial, a print and an outdoor campaign with three motives. The subject takes consciously place in the environment of dentist practices. With a surprising implementation: the product is hardly visible at first, sad atmosphere, break with conventional category communication, deliberately unattractive representation, unusual style of retro look and a twinkle in the eye.

The campaign was hated by dentists and loved by consumers. The campaign adds value to the brand; it supports long-term customer loyalty by showing the long-term benefits of the product in a clear and strong way. Wrigley's Extra Professional users are being acknowledged and new consumers gained.