Younger consumers are seeking small ways to disconnect from constant distractions, and EXTRA Gum believes it can help.
The Mars-owned brand unveiled "Chew Into It," a new brand platform developed with creative agency BBDO.
It positions chewing gum as a simple ritual for resetting, refocusing, and staying present.
"The EXTRA 'Chew Into It' platform was born from a powerful cultural insight: younger consumers are actively seeking small, analog rituals to help them reset in an increasingly distracted world," Maria (Sissy) Urista, VP and Head of U.S. Gum & Mints at Mars, told DesignRush.
The effort also introduces Chewbert, a new mascot that will appear across TV, streaming, social media, and OOH.
The brand marketing campaign arrives as more consumers look for ways to spend less time online and more time engaged with the world around them.
EXTRA Gum ties its product to an existing habit, giving the brand a role in a conversation about attention, presence, and well-being.
EXTRA's New Brand Face
The campaign's four spots drop into everyday moments of distraction:
- Notifications pile up while someone tries to study.
- Nerves kick in before a big game.
- Awkward social situations throw people off their rhythm.
Chewbert appears whenever someone chews EXTRA Gum, offering encouragement and occasionally misguided help.
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Chewbert's appearance is hard to miss, with a bite-mark hairstyle and bright green color palette.
The company's new brand asset is a mascot, one designed to show up consistently across media until audiences recognize it on sight.
"In a world full of distractions, EXTRA gum is a pocket-sized partner to help you lock in and be fully present for the moments that matter most," BBDO Group Creative Director Cassidy Buzin added.
The creative also appears in murals in New York and Los Angeles.
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Placing the mascot in public spaces gives the campaign a physical presence at a time when many brands are looking for new ways to capture attention offline.
Recognizable characters remain one of the fastest ways to create memorable campaigns and a distinct brand identity.
81% of Gen Z Want to Disconnect
"Chew into It" taps into a growing preference for offline activities and intentional habits that create a break from constant connectivity.
Research from Quad and The Harris Poll found that 81% of Gen Z and 78% of millennial consumers wish it were easier to disconnect from digital devices.
Searches for "digital detox ideas" and "digital detox vision boards" also increased by 72% and 273%, respectively, according to the 2025 Pinterest Summer Trend Report.
This shift in consumer thinking creates opportunities for brands to connect products to real-world behaviors.
The appetite for offline experiences is real, and brands across categories are already acting on it.
Polaroid ran an OOH campaign pushing analog living and phone-free experiences in cities.
Pinterest used real employee home videos to make a case for logging off, which is a striking message for a platform that runs on scrolling.
Patreon brought sticker creators to Brooklyn with a street art scavenger hunt, turning an online community into a physical one.
EXTRA is betting that a stick of gum can own this offline ritual, and the data suggests that the timing is right.
@extragum Last week we had so much fun chewing into something new. A new face. A new era. Thanks for helping us kick off something fresh!
♬ The Scoop - Format:B
The trend also showcases how integrated offline and online marketing strategies can increase visibility and how familiar habits can become valuable brand territory.
- Attention is becoming harder to earn. Brands should connect products to existing habits to create a natural role in consumers' routines.
- Distinctive assets improve recall. Marketers should invest in memorable characters and visual cues to strengthen recognition across channels.
- Physical presence reinforces digital campaigns. Teams should pair online media with real-world executions to create more opportunities for discovery.
When products become associated with repeatable behaviors, brands gain relevance that's harder for competitors to replicate.
Our Take: Does Chewbert Have What It Takes to Last?
Mascots succeed when they show up everywhere consistently and become inseparable from the product over time.
We think that Chewbert has the right foundation.
It has a distinctive look, a clear personality, and a role in the story that makes sense.
The harder test comes after the launch campaign fades.
Brands that commit to a mascot for years, think Tony the Tiger or Jack Box, tend to see compounding returns on recognition.
EXTRA needs to resist the temptation to reinvent Chewbert with every campaign and just keep showing up with him.
Consistency is how a mascot becomes one of the brand's most valuable long-term assets.
Explore these top branding agencies if you're looking to add visual assets, mascots, and brand platforms to campaign rollouts.
