Mars Wrigley's Extra Gum has launched a new campaign, "Chew It Before You Do It," illustrating how taking a moment to chew a piece of gum before doing, saying, or acting can be the difference between smooth sailing and a less-than-joyous experience.
With holiday gatherings expected to make a comeback this year, the campaign's seasonal ad spots aim to dial into those interesting, yet comical, moments often seen and experienced when home for the holidays. The ad spots depict moments like reacting to a family member's unamusing joke, showing a love interest your childhood bedroom or receiving a gift with a not-so-subtle and less-than-heartening point.
Amid tricky situations, the ads portray how taking a momentary pause to chew a piece of Extra Gum can be the difference between a lasting fond memory and a social blunder that could derail what should be a wonderful holiday season.
Created by advertising agency Energy BBDO, the ad campaign debuts on Nov. 22 with a 60-second preview film titled "Together Again." It can be seen on YouTube and Extra Gum's social channels.
"Ahead of anticipated seasonal celebrations and family gatherings, we're unveiling our new Chew It Before You Do It campaign as a playful solve to those hilariously awkward holiday moments we may have all forgotten about after an atypical holiday season last year," said Natalie Malone, brand manager for Extra Gum, Mars Wrigley US. "We hope our relatable content and campaign delivers better moments and more smiles this season and reminds our fans that sometimes 'chewing it over' can make all the difference."
Also, as part of the campaign, Extra will release a limited-time only "Chew It Before You Do It Button" to help relieve fans from situations like political discussions at the dinner table or answering prying questions into their love life. The Extra “Chew Before You Do Button” can be placed anywhere questionable conversations and situations occur and will provide a piece of Extra Gum when pressed to facilitate a thoughtful moment before responding. Between Dec. 6-17, consumers that anticipate awkward moments this holiday season can tweet #ChewItBeforeYouDoIt to receive their free button just in time for holiday festivities this year. Each button is filled with a pack of Extra Gum and is available while supply lasts.