Background

Building on a history of shring and connection, Extra is the #1 gum brand in the US. However, gum has lost 4.3% of households under 35. It’s not that they reject gum - they just don’t think about it.

Chew Into It

Client: Extra Gum

Ask

As the category leader, Extra is on a mission to reignite the category for the next Generation of chewers from functional benefit (fresh breath) to wellness benefit (be present).

Strategy

We’re up aganist a world where external and internal factors keep us from engaging in the moment. Extra gum is a pocket-sized partner to help you lock in and be fully present for the moments that matter most.

Idea

We take the idea of a “partner” quite literally and build an actual character named Chewbert that would show up to help you “Chew Into It.”

CHEWBERT DESIGN

Meet Chewbert! He is a small, chewed piece of Extra gum here to help people lock into the moment. He is our naive expert – the first ever physical manifestation of the Extra brand: an expressive, optimistic piece of chewed gum who lives fully in every moment he’s given.

CHEWBERT SILHOUETTE

SOCIAL SERIES

To hint at Chewbert’s arrival, we lean into his little gummy silhouette and show that something big is coming by having his shadow loom over tiny moments of distraction.

CHEWBERT’S ROLE

SOCIAL SERIES

To hint at Chewbert’s role, we created a type-driven series featuring words that symbolize a lack of presence—before Chewbert comes to help us lock back in.

OLVs

We create commercials that how Extra gum will help you lock in whether you’re working, studying, or hanging with friends.

Mural

We’re also take Chewbert into the contextual placements of these murals in New York and LA to showcase relatable distractions.

Over the course of days—with the talents of the Colossal team—these distractions disappearing as Extra (and specifically Chewbert in this case) helps you Chew Into the Moment.

GCD: Cassidy Buzin, Jon Leachman
Creative Team: Morgan Cavanaugh, Tianyi Xie
Copywriter: Tony Marzano