Mars Wrigley’s first global campaign for Extra, ‘Find Your Fresh Look’, makes its worldwide debut in the UK this month.
The campaign has been designed to grow the brand’s penetration by targeting under-25s. It supports a rebrand for all Extra chewing gum and includes UK partnerships with ISAWITFIRST and BadHero.
The campaign aims to increase gum penetration among Gen Z, as nearly 50% of gum consumption comes from this demographic.
Meanwhile, partnerships with ISAWITFIRST and BadHero centre around consumers finding their own ‘Fresh New Look’ to start the year. There will be significant multi-channel activity to support the campaign featuring influencers such as Made in Chelsea’s Sam Thompson, and Love Island’s Shaughna Philips and Olivia Attwood. A social dating show – ‘The Extra Fit’ – will appear on Youtube. Extra is also running a UK-wide competition in store to ‘Win a New Wardrobe’ with ISAWITFIRST, alongside the opportunity to win a variety of other prizes along the way.
The activity marks the beginning of a series of campaigns for Mars Wrigley, with the aim of reaching the next generation of gum consumers and getting half the nation chewing gum by 2025.
Free-standing display units and other POS materials are available to support the campaign in stores.
Sasha Storey, Senior Brand Manager for Extra at Mars Wrigley, said the campaign “is an exciting new area for Extra to build brand awareness and penetration with the next generation of gum consumers. With nearly 50% of gum consumption coming from Gen Z, we know there is scope to grow gum sales in the UK.”
