Extra: Cheering campaign

Chewing gum brand, Extra, rode a wave of female empowerment with its sponsorship of a popular TV show to appeal to Gen Z women in China.

Campaign details

Brand: ExtraBrand owner: MarsEntrant company: MediaCom ShanghaiIdea creation: MediaCom, ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Online video, Social media, Sponsorship - media, TelevisionBudget: 1 - 3 million

Executive summary

Chinese women are more confident and powerful in modern society, and they still trying to step ahead of the game and breaking boundaries and bias. The show "Sisters riding the winds and breaking the waves" (乘风破浪的姐姐) have been setting up the trend to bring more attention to this social topic.

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