Wrigley's Extra: Flavours of Life – the favourite story of a generation

Owen Smith
BBDO China


This paper recounts how, from 2010 to 2012, Wrigley's Extra – a sugar-free chewing gum – created the favourite story of a generation in China: transforming Extra from popular product to genuine icon that earned a place in the everyday culture of young Chinese.

Faced with slowing growth, and losing share, functional "good for teeth" advertising was no longer effective.

The solution?

Establish after-meal chewing habits by showing Extra was not only "good for teeth" but also the right accompaniment for "all life's ups and downs".

The Chinese saying "Suan Tian Ku La" ("Sour, Sweet, Bitter, Spicy") categorises meals, but has the double meaning of All the Flavours of Life. This inspired a meal-centric story of freedom and discovery following a young couple struggling to pursue their dreams together; turning to Extra along the way to feel good and keep moving forward.