Mars Wrigley is launching its first global campaign for Extra chewing gum called ‘Find Your Fresh Look’.

The campaign, which launches this week in the UK, supports a rebrand for Extra chewing gum and includes partnerships with clothing brands I Saw It First and BadHero.

It aims to target under-25s, with nearly 50% of gum consumption coming from Gen Z.

Extra Refreshers Tropical and bottle format launched

According to the supplier, gum is the most profitable grocery category, with more than 8.4 million consumption occasions each year. Mars Wrigley will also be providing new PoS and FSDUs, with 46% of consumers saying they will not buy gum if the product they want is not available and 80% of gum sales take place within a store’s transaction area.

As part of the partnerships with I Saw It First and BadHero, there will be a multi-channel campaign featuring influencers such as Love Island’s Shaughna Philips and Olivia Atwood, and Made in Chelsea’s Sam Thompson.

Extra is also running a ‘Win a New Wardrobe’ competition with I Saw It First alongside the chance to win other prizes.

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