Extra has launched a new brand campaign via BBDO Shanghai, together with Mediacom and Vintage. Under the theme 'Chew to Get Your Mojo Back', the campaign continues to strengthen Extraâs brand essence, confidence, but with a fresh interpretation as 'mojo'. This campaign refreshes the brand image of Extra, and sets a new stage for the gum megabrand in China with a new brand narrative as well as visual identity. To bring out oneâs Mojo, Extra took an innovative strategic approach by focusing on the act of chewing. This is contrasted with gum category's normal focus on fresh breath, or flavors. The three 15s TVC with short format cutdowns were launched, showcasing how you can have the Mojo of chewing Extra in daily life. In your head, you literally feel like the star of the moment, ready to take on any challenge. The spots humorously note that chewing Extra only helps you find your mojo, it doesn't give you any additional abilities, so the outcomes may not be as ideal as you imagined, but who cares? You have back your mojo.
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