Mars Wrigley/Extra Gum: For when it's time

Extra Gum, a gum brand, launched a campaign in the US to overachieve on brand metrics, change consumer behavior, improve brand health and create short-term sales success.


Objective 1: Overachieve on brand metrics.

We wanted to maximize our share of voice through talkability and earned reach.

Objective 2: Change consumer behavior

We needed to change consumers' gum purchase behaviors to drive penetration for Extra Gum.

Objective 3: Improve brand health

We wanted to significantly improve Extra's distinctive brand awareness and positioning.

Objective 4: Create short-term sales success

We wanted to drive short-term, disproportionate sales growth for Extra Gum post launch.

Summary of the work


2020 was not the year of gum. In 2019 the gum category was worth $2.95bn....

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