Extra Gum: Extra Meaningful

Challenge:

Chewing gum doesn’t just give you minty-fresh breath but it’s also proven to reduce stress and anxiety. We want to position Wrigley’s Extra Gum as a champion of mental health for Gen Z.

Insight:

Social media addiction is key cause of mental health issues amongst Gen Z.

Idea:

A full redesign of the iconic Extra gum packaging will encourage Gen Z to let go of their devices and consider their wellness the old fashion way.