Extra Yida X Sister who rides the wind and waves

Lisa Guan, Kate Wang

The chewing gum brand Yida hopes to emphasize the product's efficacy through publicity, attract consumers' attention to chewing gum, and integrate it into the younger generation, deepen its brand image and increase sales.

Case details

Brand: Extra

Brand owner: Mars Wrigley

Main Agency: MediaCom China

Put on the market: Mainland China

Delivery time: From June 19, 2020 to September 10, 2020

Industry: Chewing Gum

Media channels: variety shows, social media, short video platforms

Case summary

Yida is one of the largest chewing gum brands in China. In 2020, in the context of the raging epidemic, Yida will also be challenged from all aspects, and sales will plummet. The originally planned Olympic events will also be terminated due to the postponement of the Olympic Games....

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