Mars Wrigley has launched ‘Do What Makes You Ding,’ a new global campaign for the confectionery giant’s Extra gum brand.
A follow-up to last year’s ‘For When It’s Time’ activity, the campaign features the song ‘Call Me Maybe’ by Carly Rae Jepsen and seeks to tell the world that “you should never hold you back from being your fullest you”.
The campaign runs in various forms across television, digital and social channels. A film will be followed with a social programme featuring influencers from across the globe who have shown they have the confidence to do what makes them ding. Similar Mars Wrigley gum video content will roll out throughout the year.
‘Do What Makes You Ding’ was produced by advertising agency Energy BBDO. Creative Directors Colin O’Toole and Hansel Quintela commented: “Confidence is realising you don’t need to become your best self because you already are your best self. Embrace your guilty pleasure song. Go all out and do what feels good in the moment. And if you need a little help, you can always grab some Extra Gum.”
