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For When It's Time

Mars Wrigley, Extra Gum

Issue 60 | September 2021

Background

When COVID arrived, consumers almost forgot about gum entirely. No school, no work, no dates and definitely no hugs or first kisses. Sales declined on a global scale. To save the category, Wrigley’s needed to bring back those emotional moments of human connection that had been associated with the brand in previous times.

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