Extra gets its ding back on TV

Mars Wrigley has launched a new TV campaign for its Extra chewing gum brand.

Designed to keep gum top of mind and relevant to the events of our times, the tongue-in-cheek ad, features several characters in memorable lockdown moments ‘re-entering the real world’.

The campaign has rolled out under Extra’s ‘Get Your Ding Back’ tagline, which promotes confidence and making positive connections with others.

Featuring a man holding a pack of toilet roll, a tired mum trying to work from home, and a girl rising from beneath a pile of pizza boxes – to name a few – the campaign demonstrates how Extra Chewing Gum can bring back people’s confidence in any context. The 60-second ad is airing for a two-month period in both full and abbreviated versions.

Chirag Shah, Extra Brand Manager said: “I’m extremely excited to launch our new Extra TV campaign. The advert perfectly captures the nation’s mood and will create lots of smiles, which in turn will help keep gum top of mind and drive sales for retailers.

“We are heavily investing in the gum category this year to keep it contextually relevant – with our biggest annual spend to date. Our Extra comms for the first quarter of 2021 was very much focused around gum consumption in-home, however looking forward we will be activating a number of exciting campaigns around those key out-of-home consumption occasions.”