Mars Wrigley leaders decided it was time to understand what marketing investment could do for a relatively small brand in their portfolio. And they knew it needed dedicated attention outside the big agency structure. We grounded our approach in mint usage triggers and occasions among Gen Y & Z audiences, and embraced the brands’ unique origins as “intensely refreshing.” Given the overarching business need to build a playbook unique to smaller brands in the portfolio, we emphasized testing across the entire budget – including finding meme-creator partners, custom outdoor placements and new measurement solutions that would generate rich learning throughout the program.