The Extra Chewing Gum 'Find Your Fresh Look' Campaign Targets Gen Z
Michael Hemsworth — January 27, 2022 — Marketing
References: mars & conveniencestore
The Extra chewing gum 'Find Your Fresh Look' campaign is being launched by the brand in the UK as a way to help keep the product top of mind this year amongst one of its most prominent demographics who make up 50% of the consumption: Gen Z.
The campaign will consist of partnerships with I Saw It First and BadHero, and includes some familiar faces including Sam Thompson from Made in Chelsea and Shaughna Phillips and Olivia Attwood from Love Island. The campaign will also include partnerships with retailers to help improve availability of product as well as placement to drive sales.
Senior Brand Manager Sasha Storey commented on the Extra chewing gum 'Find Your Fresh Look' campaign saying, "This is the first global campaign for Extra. We are excited to be the first market to go live and showcase Extra’s brand new look and feel. This is an exciting new area for Extra to build brand awareness and penetration with the next generation of gum consumers. We are heavily investing in the gum category this year supporting our retailers to capitalise on this profitable segment.”
The campaign will consist of partnerships with I Saw It First and BadHero, and includes some familiar faces including Sam Thompson from Made in Chelsea and Shaughna Phillips and Olivia Attwood from Love Island. The campaign will also include partnerships with retailers to help improve availability of product as well as placement to drive sales.
Senior Brand Manager Sasha Storey commented on the Extra chewing gum 'Find Your Fresh Look' campaign saying, "This is the first global campaign for Extra. We are excited to be the first market to go live and showcase Extra’s brand new look and feel. This is an exciting new area for Extra to build brand awareness and penetration with the next generation of gum consumers. We are heavily investing in the gum category this year supporting our retailers to capitalise on this profitable segment.”
Trend Themes
1. Youthful Brand Partnerships - Extra chewing gum's partnership with youth-targeted brands can inspire other companies to collaborate with Gen Z influencers and retailers to stay relevant and top of mind with young consumers.
2. Personalized Marketing Campaigns - Personalized marketing campaigns like Extra chewing gum's 'Find Your Fresh Look' can be a disruptive innovation opportunity for brands looking to capture the attention and loyalty of younger generations.
3. Investment in Product Availability - Investing in improving product availability and placement through partnerships with retailers can help brands like Extra achieve greater sales and growth in target markets, as well as improve customer loyalty.
Industry Implications
1. Consumer Goods - Consumer goods brands can reference Extra chewing gum's marketing strategies to develop innovative campaigns targeting younger consumers and improve brand recognition and sales.
2. Influencer Marketing - Influencer marketing industries can leverage Extra chewing gum's targeted partnerships with popular youth influencers to promote products and engage younger audiences on social media platforms.
3. Retail - Retail industries can partner with consumer goods brands like Extra to improve product availability and placement and appeal to younger demographics in order to drive sales and profits in the highly competitive market.
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