Extra: Extra's Pandemic Comeback

Ryan Smith, Lucie Larvard

Sugar-free chewing gum brand Extra launched a high-impact multi-channel campaign in the US to put gum back on people's radars post-pandemic, drive growth and boost market share.

Campaign details

Brand: Extra Brand owner: Mars Wrigley Entrant company: Energy BBDOIdea creation: Energy BBDO Chicago Market: United States Sector: Confectionery Media channels: Social media, Search marketing, Word of mouth, Influencers, KOLs, Online video, Outdoor, Out-of-home, Public relations

Executive summary

In 2021, after a year of lockdowns and social distancing, gum was practically forgotten. People were socially distanced, and their mouths covered, making the key category benefit of fresh breath superfluous. Vaccine rollouts provided hope for social reunion and a natural return to category growth. However,...

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