This week started with a pleasant surprise:
Rob Campbell posted Paul Colman’s reviews on the presentations for the assignment on Extra gum. After short disappointment because I wasn’t able to identify my presentation from the feedback (see whole story here) it turns out the winning presentation is my entry.

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To sum this up in short: Extra is the everything else gum of Wrigley’s. The brand is spread out to appeal to everybody, and also the vehicle for new products. My recommendation was to define Extra by leaving innovation to a new brand, and putting focus on Extra as functional gum that aids concentration, focus etc.

Personally, I knew that this would taken two more slides, but ten was the limit. I REALLY would love to see Assignment „I“: „Mental Hygiene“ is perfect, sums up my positioning thoughts much better. In fact, I would love to see all the other presentations. It was always great to see where all the other minds went.
BIG Thanks to Paul and Rob for taking the time to a look at the work.

But, alas, back to work. The new assignment is up already online.

Hm, I can’t help it, but I still have a suspicion that there has been an error and Paul Colman will ask me to return my price.