SINGAPORE — Extra, a popular gum brand in China under Mars Wrigley China, has launched a new brand campaign, led by BBDO Shanghai, together with Mediacom and Vintage.
This campaign refreshes the brand image of Extra, and sets a new stage for the gum megabrand in China with a new brand narrative as well as visual identity.
Under the theme “Chew to Get Your Mojo Back”, the campaign continues to strengthen Extra’s brand essence – confidence, but with a fresh interpretation as “mojo”.
“Our research on post-95/00s told us that this young generation grew up naturally much more confident than their predecessors.” said Arthur Tsang, CCO at BBDO China and Global Creative Lead on Mars, “But that confidence is shaken when they are thrown into the big wide world. We realized that gum chewing was less about adding confidence they don’t already have, but more about regaining their own unique confident vibe that we call Mojo or 范(“fan”) under the uncertainty and stress in daily lives. And we wanted to bring back a simple product truth into mainstream culture – that people who chew gum just look cooler.”
To bring out one’s Mojo, Extra took an innovative strategic approach by focusing on the act of chewing. This is contrasted with gum category’s normal focus on fresh breath, or flavors.
“Focusing on chewing allows Extra to tap into new occasions when consumers are alone,” Ruisi Li, brand director of Extra explains, “because in these occasions, the confidence they need doesn’t come from external validation, which makes fresh breath irrelevant. But by focusing on chewing, we are able to give Extra a strong role in these occasions, as shown in the TVCs “Driving” and “Working”. This will certainly bring us more growth opportunities.”
Regarding the new brand idea platform Chew to Get Your Mojo Back, Kyu Moon Lee, Mars Wrigley China Brand& Content VP, shared his thoughts: “I am excited to see the Extra Relaunch campaign bringing to life our intent of providing true value to consumers and customers, under the idea of ‘Chew to get your mojo back’ by tacking the moments when people need to boost their own confidence. This will bring new S-curve in Gum category. We believe Gum can provide very unique values to consumers by making their life much more enjoyable and sociable.”
On social media platforms including Weibo and WeChat, Extra collaborated with KOLs to bombard consumers with tons of chewing images of different pop culture icons and celebrities or even carton animals, occupying their social media posts with the mojo of chewing. On Douyin, consumers can also find out their unique type of mojo via a specially designed filter, activated by the action of chewing gum. And a maker’s video challenge was launched on Bilibili, under the campaign idea “chew to get your mojo back”, led by top uploaders and KOCs, which generated further mojo topics around pop cultures.
The campaign also included additional reach-to-convert action – collaborating with leading O2O platform Eleme, to provide a ‘mojo delivery’ service together with food delivery, making Extra and mojo accessible anytime.
Developed by BBDO Shanghai, three 15s TVC with short format cutdowns were launched, showcasing how you can have the Mojo of chewing Extra in daily life. In your head, you literally feel like the star of the moment, ready to take on any challenge. The spots humorously note that chewing Extra only helps you find your mojo, it doesn’t give you any additional abilities – so the outcomes may not be as ideal as you imagined, but who cares? You have back your mojo.
As an equally important part of this evolution, the brand also went through a wholistic visual transformation. With more modern and vibrant design upgrade of brand logo, product package and visual guidelines, Extra aims to continue being a popular brand among the younger generations.
Jelina Wan, Mars Wrigley China Marketing VP, pointed out the importance of this campaign and how it connects with Mars Wrigley’s vision: “China Extra Relaunch is one of the biggest bets of Mars Wrigley China to further strengthen and boost gum business. Under the theme ‘Chew to Get Your Mojo Back’, the new communication campaign further elevates Extra as a confidence booster to support consumers to face uncertainty and stress in daily lives esp. under the post COVID era. With Mars Wrigley’s vision of Better Moments More Smile, this holistic transformative campaign with brand creative, VI upgrade aims to make China Extra culturally famous and create more better moments for our consumers.”
Through brand relaunch, Extra aims to bring a new and exciting brand experience and confident moments to our consumers and give the gum category back its mojo.
CREDITS
Client: Mars Wrigley China
Agency: BBDO Shanghai
Music: Syn Music
