EXTRA Gum Wants to Own the Small Reset

The new brand platform ‘Chew into It' is being revealed to the world alongside a new, cute-as-pie companion. Chewbert is the new brand asset whose first job is to reframe gum as a small reset that can help people return to the moment. The day is at once modest and big.

“We are living in an era of unprecedented distraction, and our insights showed a clear behavioural shift among gen z and millennial consumers,” says Maria (Sissy) Urista, VP head of US gum and mints at Mars.

“They are navigating a hyper-connected, always-on environment and are actively looking for accessible, everyday ways to ground themselves and recharge,” she says.

For EXTRA, this work is an attempt to reframe itself within the category. “We realised that the simple, physical act of chewing EXTRA naturally lends itself to a moment of mindfulness,” says Sissy.

“By elevating our product into a meaningful daily ritual, we are unlocking new relevance for the gum category and meeting our consumers exactly when they need us most.”

Focus, presence, and mindfulness becoming familiar brand territory makes this a delicate claim. So the work clearly keeps the acts themselves small and very tangible, letting Chewbert carry the charm.

"In a world full of distractions, EXTRA is a pocket-sized partner to help you lock in and be fully present for the moments that matter most,” says Cassidy Buzin, group creative director at BBDO.

“We then decided to take the idea of 'partner' quite literally and build an actual character that would show up to help you ‘Chew Into It’,” she adds.

Chewbert is small, green, stretchy, and created to make focus feel less solemn. Cassidy describes him as “the size of a few sticks of gum chewed together”, but says, "He's up for the big challenge of helping you get the most out of the moment.”

The spots themselves home in on moments where attention suffers a fracture. Things like a phone buzzing while studying, nerves before a big game, zoning out while friends are playing a board game nearby.

“All these moments that we have found ourselves in, because we have mile-long to-do lists, or a distraction ping coming in, or just too much on our minds – reaching for EXTRA Gum is a behaviour that’s an easy way to lock in and be present,” says Cassidy.

“And if it soon becomes a habit, well, that’s a habit worth having."

It’s self-aware, though, understanding that gum isn’t going to save anyone from modern life. What it offers instead is a nudge. Cassidy says EXTRA wanted “an upbeat energy that reflects how optimistic our audience is despite some of the challenges they may face for their attention".

And it is optimism that sums up Chewbert’s imperfect helpfulness. Cassidy says his stretchiness applies to his heart too. “[His} intentions are in the right place. He wants to help you lock in, but he’s a bit of a naive expert… While his plan doesn’t always go exactly as he meant it, it always works itself out that he provides a little push. Or even, a paper aeroplane to your forehead, to help you shake it off and ‘Chew Into It’.”

Sissy says the platform will stretch beyond the launch, describing it as “the strategic north star for EXTRA’s evolution, and a vital engine for driving long-term growth across the gum and mints category.”

She adds, “Ultimately, we want people to feel that EXTRA is an essential, reliable companion in their daily routine.”

This may be an opening in our distracted culture. Not some big, grand cure for lost attention, just something small enough to fit in your pocket, and familiar enough to become ritual.