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EXTRA® Gum

Issue 49 | December 2018

Background

Extra wanted to introduce their new brand platform ‘Time to Shine’ to the music space. The challenge was to create positive associations with the Extra brand, but with millennials in the crosshairs the task was to ensure they were enhancing their world not intruding it. So, the idea was to do-away with something they hated -ads- and replace them with something they loved – music.

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