Extra: Redefine the gum confidence

Chewing gum brand, Extra, identified a COVID-19-friendly benefit to focus on to grow sales and refresh its brand image in China.

Campaign details

Brand: Extra Brand owner: Mars Wrigley Lead agency: BBDO China Contributing agency: MediaCom Market: China (Mainland) Sector: Confectionery Media channels: Online video, Social media, Television, Word of mouth, influencers Budget: Over 20 million

Executive summary