Sophie Ellis-Bextor is to front Wrigley’s campaign supporting the launch of Extra’s new soft-chew flavours, Strawberry and Bubblegum.
Aimed at encouraging more parents to get their children chewing sugar-free gum, the campaign sees Ellis-Bextor persuade families to take part in the ‘Chew O’Clock Challenge’ – calling on them to chew together at 4 o’clock, the key post-school snack time, when teeth are at risk from lingering food.
Sue Cobbledick, Wrigley Oral Care Marketing Manager, commented: “Many parents have no idea that snacking can have such an effect on oral health. This campaign will boost awareness of the importance of oral care, especially for children, and show how chewing sugar-free gum after snacking can help protect teeth.”
