Extra Gum | Cultural Moment
For the better part of a year, millions people around the world were sheltering and distancing, which was a real problem for Extra Gum. As face to face interactions dropped, so did the need for fresh breath. And the world forgot about gum entirely.
CASE STUDY
Taking advantage of a once in a lifetime opportunity, a global reemergence, we staged a comeback. We launched Get Your Ding Back, a new campaign platform to help people regain the confidence they’ve lost and put the Ding back in their life.
Launch Film
For the launch, we tapped into a once in a lifetime cultural moment, our reemergence and released a film that showed how joyous our return could be. It struck a nerve and turned Get Your Ding Back into a rallying cry for millions of people getting back out there.
Get Your Ding Back The Game
We also knew people would be awkward about it and out of practice, so we partnered with Psyop and created a game designed to retrain them for their eventual reintroduction back into reality.
Game Trailer
These simulations were baked into an open world game where people could interact with character avatars and run simulations to relearn basic interpersonal skills like how to shake hands and make small talk.
Post launch, it all came together into an ecosystem of social and digital content that became a global rallying cry.
When the word got out, the brand grew at double the rate of other gum brands post-lockdown.
But most importantly, it inspired millions of people to launch their own personal comeback stories and get the Ding back in their lives.
Results
250MM+ earned media impressions 500MM+ campaign impressions 95% POSITIVE social sentiment 1:52 AVERAGE film view time Sales up 18%+ out performing the category by 74%+
Awards
D&AD • 1 Gold Pencil, 1 Graphite Pencil, 2 Wood Pencil, 1 Shortlist
Cannes Lions • 3 Bronze, 2 Shortlist
One Show • 1 Gold, 1 Silver, 1 Bronze 1 Merit
Clios • 1 Silver, 3 Bronze, 1 Shortlist
Effie • 1 Gold, 1 Silver, 1 Bronze