Extra Gum: For when it’s time – Extra Gum’s pandemic comeback

Extra, a chewing gum brand, ran a multichannel campaign in the United States to grow dollar sales, market share and brand awareness during the COVID-19 pandemic.

Campaign 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...

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