CREATIVE

EXTRA Gum wants us to lock in and focus with… Chewbert

By Reel Chicago
June 5, 2026

EXTRA Gum is looking to turn a familiar habit into a daily ritual with the launch of its new brand platform, “Chew Into It,” and the debut of an animated character named Chewbert.

Created by BBDO Chicago, the campaign positions gum as a simple tool for helping consumers refocus and stay present amid the distractions of modern life. Rather than making grand promises about wellness or productivity, the campaign centers on small moments when attention drifts — whether it’s studying, preparing for a big game, or simply trying to stay engaged with friends.

At the heart of the effort is Chewbert, a small, green, gum-inspired character designed to serve as a playful guide through life’s everyday distractions. Equal parts mascot and mindfulness coach, Chewbert arrives with good intentions, even if his methods don’t always go according to plan.

“We are living in an era of unprecedented distraction, and our insights showed a clear behavioral shift among Gen Z and millennial consumers,” said Maria “Sissy” Urista, Vice President and Head of U.S. Gum and Mints at Mars. “They are navigating a hyper-connected, always-on environment and are actively looking for accessible, everyday ways to ground themselves and recharge.”

The new platform represents a strategic shift for the brand as it seeks to create greater relevance within the gum category. Watch below:

“We realized that the simple, physical act of chewing EXTRA naturally lends itself to a moment of mindfulness,” Urista noted. “By elevating our product into a meaningful daily ritual, we are unlocking new relevance for the gum category and meeting our consumers exactly when they need us most.”

According to BBDO Chicago Group Creative Director Cassidy Buzin, the campaign was built around the idea that EXTRA can serve as a small but reliable companion throughout the day. “In a world full of distractions, EXTRA is a pocket-sized partner to help you lock in and be fully present for the moments that matter most,” said Buzin. “We then decided to take the idea of ‘partner’ quite literally and build an actual character that would show up to help you ‘Chew Into It.'”

The campaign’s creative leans into optimism rather than self-improvement, with Chewbert serving as a charming reminder that focus doesn’t have to feel serious.

The launch marks the beginning of a broader brand platform that Mars says will extend beyond the initial campaign. As consumers increasingly seek simple ways to disconnect from digital noise and reconnect with the present moment, EXTRA hopes chewing gum can become one of those everyday rituals.

For a category often associated with fresh breath or flavor, “Chew Into It” offers a different proposition: a small reset that fits in your pocket.

CREDITS:

BRAND: Mars Wrigley