Mars Wrigley unveils personalised packs of Extra gum in new campaign

Mars Wrigley has announced the launch of a new on-pack campaign for Extra chewing gum.

The ‘Find Your Other Half’ activation will see core flavour singles, bottles and multipacks of Extra prominently featuring an initial – and urging consumers to pair a pack with partners, friends or family.

Created in partnership with a group of GEN Z consumers, the campaign targets those under the age of 25 with personalisation and the opportunity to share something with someone special.

“We’re very excited to unveil the ‘Find Your Other Half’ campaign and are certain that it will resonate positively with new and existing shoppers alike,” said Sasha Storey, senior brand manager for Extra Gum.

“The simple, yet disruptive, campaign highlights consumers’ love of both personalisation, and our core Extra portfolio. This is also the first time in years that we have included singles directly in an activation so it’s even more special.”

A range of specially designed in-store point of sale has also been developed to ensure that retailers can quickly and simply decant single packs out of boxed outers to allow shoppers to easily find their own initial – as well as a second pack for that special someone.

Available now, the on-pack campaign will appear across Extra Peppermint, Spearmint, and Bubblemint in singles, bottles and multipacks with a representative split of initials across outer stock.

The campaign will be supported with a range of outdoor media near purchase points, as well as a comprehensive digital campaign across relevant social media platforms and influencers.

Mars Wrigley has also announced various media partnerships for Extra that will go along the new on-pack design, including the sponsorship of E4’s new Celebs Go Virtual Dating series and a brand-new podcast with Love Island’s Laura Whitmore.

Due to launch in late July, the podcast and E4 series will promote the new personalised packs.