As vaccinations increase and the world returns to a state of normalcy, EXTRA Gum wants to be there when consumers need them most. In their new optimistic campaign, “For When It’s Time,” the Mars Wrigley-owned brand humorously highlights the excitement of post-pandemic life and assures consumers that better moments are just on the horizon.
“While the U.S. continues to gradually reopen, we want to celebrate this milestone with millions of Americans who are yearning for a fresh start and deliver on our brand purpose of creating meaningful connections,” said Ivonne Andreu, Senior Director of Gum & Mints, Mars Wrigley US. “EXTRA’s new ad reminds us of the importance of the meaningful connections that people missed during the pandemic, celebrates a new beginning, and reconnects with our fans to remind them to chew gum to freshen their breath before they step back out into this new world.”
The campaign, which is set to run across network television, streaming platforms, and social media channels, aims to uplift pandemic-weary audiences with humor. The spot is set to Celine Dion’s “All Coming Back to Me Now” and satirizes the mania of the past year, with images of disposable masks forming a tumbleweed and individuals hoarding toilet paper. However, as the ad continues, businesses reopen and people finally exit their homes without fear. EXTRA Gum displays neighbors reconnecting outside, a woman shutting down her virtual meeting and enthusiastically celebrating her return to the office, and first post-pandemic kisses between estranged lovers.
“Before 2020, we took for granted just how fantastic it was to connect and celebrate in large groups or to simply be able to share a moment with another person,” continued Andreu. “Many of us have forgotten what it’s even like to move about safely and freely in society. As a company, we are committed to creating better moments and more smiles for consumers. With increased vaccinations and consistent dedication to staying vigilant, we hope this film reminds everyone there are brighter days ahead – and when the moment is right and your big moment comes to reclaim what you’ve been missing, EXTRA Gum will be there to help give you a fresh start during your first in-person meeting, first post-pandemic kiss and first social activities as you re-enter life.”
Created by advertising agency Energy BBDO, the campaign has video content ranging from 2:00 minutes to :15 seconds. “For When It’s Time” will also debut in global markets throughout the year, including the United Kingdom, Germany, and France.
“After staying home for more than a year, we know people are yearning for close connections with friends and family and looking for reasons to smile again,” said Andreu. “As the world reopens, we are making it a priority to remind consumers of all the new ways they can enjoy gum and mints, whether at home or out in the world, once it’s safe to do so. We hope this ad shows people what a fresh start could look like when the time is right, reminding them to pick up a pack of EXTRA gum for the close encounters we’ve all been missing.”
