Extra: Redefine the gum confidence

Chewing gum brand, Extra, identified a COVID-19-friendly benefit to focus on to grow sales and refresh its brand image in China.

Campaign details

Brand: ExtraBrand owner: Mars WrigleyLead agency: BBDO ChinaContributing agency: MediaComMarket: China (Mainland)Sector: ConfectioneryMedia channels: Online video, Social media, Television, Word of mouth, influencersBudget: Over 20 million

Executive...