The Challenge
The chewing gum category has traditionally been all about fresh breath. But as category leader, Extra needs to grow the number of people chewing gum worldwide and to attract a new generation of buyers. So, Extra has recently shifted its marketing to focus on the fact that chewing gum can be an effective tool to help people to overcome stress and angst and improve focus. From fresh breath to a fresher mind. And no one needs this mental strength more today than Gen Z and teens, who were the primary target audience of this campaign. This campaign looked to promote Extra's first-ever new product launch specifically designed to help teens manage their mood: Extra Chill.
The Solution
Extra Chill was a new product from Extra Gum, with the active ingredient of niacin, which supports energy levels and the normal functioning of the nervous system to help chill you out. We needed to launch this innovation in the UK, to a nation that didn't see gum as something to help them chill out. Enter Chew Ratings, a humorous rating system to help people know when to reach for a piece of Extra Chill; the more stressful the situation, the more Extra Chill could help them to chill. We created topical and contextual executions that spoke to relatable stressors, escalating them to even more ridiculous and entertaining extremes (which call for more extra chill).
