Extra: Show your confidence BGM

Chewing gum brand, Extra, won back young consumers by creating a unique musical experience around the trend of background music – BGM – in China.

Campaign details

Brand: ExtraBrand owner: MarsEntrant company: MediaCom ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Mobile & apps, Online video, Packaging & design, Point-of-purchase, in-store, Social media, Virtual & augmented reality, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

Young people missed out on lots of fun during COVID, concerts, and events gathering with friends, etc. However, they still actively listening, watching, and engaging with music, to stimulate fun from social distancing and boost confidence for life. To celebrate the excitement of music and also to win...

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