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...

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