The world sends us 40,000 negative messages each day. Messages from the media, friends, strangers and even ourselves smother our confidence. Is it any wonder we find it harder and harder to smile?
But sugar-free Extra strengthens your smile to help you bring out your confidence so you can smile directly in the face of all that negativity.
In this highly adaptable campaign, we encourage everyone to be themselves and Smile Strong in the face of naysayers. This encompasses Wrigley’s belief in campaigns that do-good and highlights the power that comes from confidence and a healthy smile.
The trick to do a truly good global campaign comes with creating something that everyone can relate to. Markets are encouraged to pick themes that best represent them and put a big smile on the face of it.
The campaign is also very topical. Throughout the year there will be news and events of people against the odds that get the world’s attention. We will celebrate the Paralympians, the underdog at the World Cup, the passing of the gay marriage bill by the U.S. Supreme Court and many more.
Even the product is faced with naysayers. Often people think chewing gum is a bad habit, impolite, or bad for your teeth. But since Extra is sugar free, it is actually the opposite of these things.
