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 for social reunion and natural return to category growth. However, there was no guarantee of how significant that growth would be. Extra needed to get people thinking and talking about gum again, specifically, Extra Gum.
Data indicated that the pandemic had taken a toll on consumers' social standards. People were lacking in confidence and motivation. But re-emergence was in their sight. And when...