Toby Baker, marketing director, said: "Our research shows consumers use Extra as a signpost for the chewing gum display in-store, so the stand-out of the packaging is absolutely vital."
A new TV ad campaign, Get Extra Close, sees a group of people gathering at a large warehouse for an Extra Event. Gradually the warehouse becomes more crowded and people are shown getting closer and closer together. The ad "communicates that with fresh breath you can make the most of any social encounter".
The campaign is supported by other activity including the brand's sponsorship of TV soap Hollyoaks.