A Campaign & Creative Concept for Extra
A Campaign & Creative Concept for Extra
Reposition Extra as an accessible wellness tool.
An AI-powered chatbot offering lighthearted, humorous, bite-sized support. Not a therapist, just a gum that gets it. The catch? It always brings the conversation back to the act of chewing.
Teens don’t view chewing gum as a form of accessible wellness. Instead, they turn to social media for support. But social media is a double-edged sword, offering connection while fuelling comparison.
What’s Chewin’ You Up?’ repositions Extra gum as a new form of accessible wellness, without the pressure to post.
RESEARCH: 1/3 of Gen Z struggles with a mental wellbeing issue.
OBSERVATION: Teens are currently using social media as their form of accessible wellness, through sharing stressful, relatable scenarios with like-minded people.
INSIGHT: Social media is a double-edged sword. Teens need somewhere to vent, share relatable situations, without the pressure to post.
