Extra, already a market-leading gum brand, has seen the future,
and it’s safely in the jaws of Gen Z. The Mars Wrigley brand is introducing “Chew Into It,” a new marketing platform that builds on a consumer change that’s already underway.
While previous generations continue to rely on gum to freshen their coffee breath or mask a meal, younger people — especially teens — are more likely to pop a piece of gum in their mouths when
they’re looking to reset, refocus or be more present.
And that’s a big deal, says Maria (Sissy) Urista, vice president, head of U.S. gum and mints at Mars. Younger consumers are
disproportionately driving category usage, with consumers under 25 chewing gum twice as much as those over 30, and teens ages 14–17 chewing gum three times as much.
“We’re seeing
younger consumers reach out for gum for more moments again than just fresh breath,” she tells CPG Insider. With the new campaign — and the little green animated character named Chewbert
— “we’re leaning into a behavior that’s already happening.”
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Urista says younger chewers rely on gum for a little mood shift. “When they’re working out or playing
sports, for example, they use gum for a moment of mental resetting. When they’re feeling distracted or when they just want to be more present, they have these little habits and
rituals.”
In one spot, a young woman doing her homework is interrupted by a text alert. She sticks a piece of gum in her mouth
as Chewbert helpfully smothers her phone. In another, a glassy-eyed office worker unwraps a piece of Extra, as Chewbert lobs a paper airplane
that gives him a needed little wake-up call.
The animated
character was an essential part of the campaign idea from inception. The idea was to create an ownable asset that brings Extra’s personality to life. “We wanted it to be a visual
representation of the gum, in a way that’s playful but not childish,” Urista says.
The ads, from BBDO Energy, are running on linear and connected TV, as well as online video
and social media.
This new effort aims to build on distinct generational differences in gum-chewing habits at a time when the category faces challenges. Citing data from Circana, Food
Navigator reports that gum sales rose 1.7% to $4 billion in the most recent 12-month period, but those gains were driven by higher prices. Units sold in that period declined 2%.
But
there’s growth ahead: The National Confectioners Association predicts the gum and mints segment of the candy market will grow to $1 billion by 2030, and Mars is betting that generational
differences will boost sales.
The end goal of the new effort, Urista says, is to have consumers associate Extra with “small, meaningful moments in daily life.”
