EXTRA Gum's 'For When It's Time' Depicts a Fresh Start
Laura McQuarrie — May 4, 2021 — Marketing
References: prnewswire
'For When It's Time' is a new marketing campaign from EXTRA Gum that shares scenes from a post-pandemic future. The campaign aims to inspire optimism and remind people of a return to normalcy that will allow for in-person hangouts and hugs. Set to the tune of Celine Dion's It's All Coming Back to Me Now, the ad shows neighbors coming together and people shutting down virtual meetings to return to the office.
The campaign also depicts people leaving their houses, escaping from dark surroundings, piles of pizza crusts and heaps of toilet paper rolls. The ad aims to convey the "comforting nostalgia of pre-pandemic life" and inspires hope for a future that includes hugging, kissing, socializing and moments that cause smiles.
The campaign also depicts people leaving their houses, escaping from dark surroundings, piles of pizza crusts and heaps of toilet paper rolls. The ad aims to convey the "comforting nostalgia of pre-pandemic life" and inspires hope for a future that includes hugging, kissing, socializing and moments that cause smiles.
Trend Themes
1. Post-pandemic Marketing Campaigns - Opportunities to create marketing campaigns with positive and hopeful messages about returning to normalcy and physical interactions.
2. Nostalgia Marketing - Opportunities to use nostalgia to create emotional connections and resonate with consumers who long for pre-pandemic life.
3. Audio-driven Marketing Campaigns - Opportunities to use music to evoke emotions and convey a brand's message.
Industry Implications
1. Confectionery Industry - Opportunities to create campaigns that convey comfort and nostalgia while promoting indulgence and pleasure, using gum and other sweets.
2. Advertising Industry - Opportunities to create campaigns that use optimism and hope to drive sales and engagement for different brands.
3. Music Industry - Opportunities to create campaigns that use a powerful and recognizable soundtrack to drive emotions that are associated with a brand.
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