Candy company Wrigley Canada has begun a new national campaign for its Excel gum brand. The campaign, called “Don’t Bring,” was developed by BBDO. It consists of television and out-of-home advertising, accompanied by online videos and social media activities. The creative focuses on moments when bad breath is undesirable, such as at work, at a movie or on a date.
Each execution will run near relevant locations, such as office area, movie theatres and subway stops. The initiative will run into 2018. Media planning and buying were conducted by MediaCom. Public relations and media relations are being managed by Harbinger.