The Art and Science of Storytelling in Marketing: Lessons from EXTRA GUM

In today's saturated market, storytelling stands as a cornerstone of successful marketing. The narrative approach has the unique ability to resonate with people, transcend cultural barriers, and hit home with emotional precision. But how do you craft a story that's not just captivating but also effective in pushing your marketing agenda?

The case of EXTRA GUM serves as a perfect model. Let's dive into how they nailed storytelling and flipped the script on declining sales, applying a simple but effective four-point checklist.

Background: The Fall and Rise of EXTRA GUM

Once a market leader, EXTRA GUM had seen a steady downturn in sales. Their earlier campaigns emphasized the features and benefits of their gum—primarily its long-lasting flavor—but these efforts failed to turn the tide.

To pinpoint why customers were losing interest, Extra hired a research firm. The findings were startling: 95% of gum-buying decisions are made unconsciously and in less than two seconds at the checkout line. This revelation led Extra to rethink its strategy.

The Power of Storytelling: Going Beyond the Product

Understanding the unconscious decision-making of consumers, Extra decided they had to go beyond showcasing product features. They needed to tap into the human experience and make gum-buying about more than just the product. Their solution? Storytelling.

They crafted a story around human closeness—a love story featuring Sara and Juan. This approach ticked off all the boxes in our four-point checklist for compelling storytelling: identifiable characters, authentic emotion, a moment, and specific details.

The Stories That Stick Four-Point Checklist for Compelling Storytelling

1. Identifiable Characters

Juan and Sarah serve as characters that audiences can relate to, reminding us of our own experiences of young love.

2. Authentic Emotion

The story encapsulates the essence of young love in all its glorious simplicity and heartbreak.

3. A Moment

There's a specific moment where Sara walks into the art studio, and time seems to slow down. This moment serves to center the audience's attention and is memorable enough to leave a lasting impact.

4. Specific Detail

The gum wrappers are used as an intentional, beautiful detail that runs throughout the story, adding depth and texture.

Proving the Power of Storytelling

Some might argue that the accompanying music is what makes the commercial so compelling. But even with the sound off, the story stands strong. The storytelling mastery in the EXTRA GUM commercial has contributed to over 100 million views and, more crucially, a turnaround in sales decline.

Conclusion: The Universal Applicability of Storytelling in Marketing

Fortunately, the ability to craft compelling stories isn't exclusive to big brands with big budgets. The four-point checklist—identifiable character, authentic emotion, a moment, and specific detail—can be applied to your own marketing endeavors for powerful results. For more on these points, be sure to read (or re-read) Stories that Stick.

In a market where consumer decisions are often made unconsciously and quickly, storytelling offers a way to make a lasting impact. It's more than just a marketing gimmick; it's a proven strategy for connecting with consumers on a human level. And as EXTRA GUM has shown, when executed well, it can be transformative for your brand.

So, go ahead and tell your story. The world is waiting to hear it.