Extra: Cheering campaign

Chewing gum brand, Extra, rode a wave of female empowerment with its sponsorship of a popular TV show to appeal to Gen Z women in China.

Campaign details

Brand: Extra Brand owner: Mars Entrant company: MediaCom Shanghai Idea creation: MediaCom, Shanghai Market: China (Mainland) Sector: Confectionery Media channels: Online video, Social media, Sponsorship - media, Television Budget: 1 - 3 million

Executive summary