Extra, the UK’s no.1 gum brand is launching a new television advert this month starring high profile Hollywood actor Ashton Kutcher. The activity kicks off the brand’s £15m marketing campaign in 2015 and promotes its ‘Eat Drink Chew’ message, highlighting the oral care benefits of sugarfree gum. This year-long advertising campaign airing on TV, sees Ashton out to impress on a date night only to be unexpectedly interrupted by a deliciously deranged Pizza that has overstayed her welcome.
Shot by director Matt Piedmont, the ad then goes onto see Ashton ‘break up’ with the animated Pizza who, like many foods, lingers in his mouth and can wreak havoc on his teeth. Only when Ashton turns to Extra sugarfree gum can he finally wave Pizza goodbye and regain his confidence.
The ad marks the start of a huge year for Extra. Worth £204m (+7.9%) , the brand is the driving force behind the gum category, which is growing in volume and value sales, and has already seen the incorporation of Orbit into the range, as well as the launch of two new soft-chew flavours – Strawberry and Bubblegum.
Sue Cobbledick, Wrigley Oral Care Marketing Manager, comments, “Ashton has a terrific sense of humour and is the perfect choice to help us deliver the oral care message in a fun, light-hearted way. Chewing sugarfree gum is the healthy oral care habit that not enough people know about; it is also an easy and enjoyable way to help clean your teeth after eating and drinking on the go, wherever you are – and it tastes great too.”
Commenting on his role in the campaign, Ashton said: “I’m a big fan of Extra and when they approached me with this concept, I thought it would be fun to mimic a real break up scenario… it’s something pretty much everyone can relate to.
“The ad has got a great message too. We can’t always brush our teeth after every meal and snack, but it’s easy to chew gum instead to get rid of the food that lingers a little too long around the teeth. Just make sure it’s sugarfree.”
Chewing sugarfree gum after eating and drinking can be a strong addition to our dental health routine. Chewing gum increases the production of saliva, which helps to wash away food particles and neutralise harmful plaque acids which, over time, can weaken your teeth and can lead to tooth decay.
The oral care benefits of Extra are recognised by the FDI World Dental Federation, and supported by the British Dental Health Foundation and national dental associations worldwide.