Mars Spends More Than $50M On Gum Overhaul


Chicago — Mars Wrigley has revealed a significant overhaul of its Orbit, Extra, Freedent, and Yida brand, the first in more than 100 years. The shakeup sees the launch of a new global brand platform, ‘Chew You Good’, which the company says repositions the brands from an occasional freshening fix to an essential everyday chewing companion that delivers a refreshing and unconventional me moment for consumers in an increasingly chaotic world. 

The platform will be backed by a media spend of more than $50m in the first half of the year and comes as Mars reveals that its gum portfolio has returned to pre-pandemic sales levels. The campaign will launch in the UK, Poland, Spain and CEAB across OOH, TV and digital before being scaled across the rest of Europe, Australia, America and the Middle East throughout 2024. It is slated to run in 70+ markets, including the deployment of hundreds of assets over the course of the next year.

Developed in partnership with Team Omnicom and Energy BBDO as lead agency, the Chew You Good platform is designed to breathe new life into the brand, placing the act of chewing at its core. Marking a strategic pivot, the reimagining of the brand journey also includes a fresh visual direction that the company has dubbed a “Chewtopia.”

In a departure from previous campaigns, it boasts a disruptive, poppy, quirky aesthetic aimed at captivating and recruiting the next generation of chewing champions; the under 25 demographic that is the most likely to chew of any age group. 

In addition, Mars is rolling out new ad copy to shepherd in the new era for the brand. The refreshed creative, a collection of five hero films titled ‘Mind Mouth,’ doesn’t get caught up in category conventions. The campaign elevates the brand beyond the expected with a quirky twist on those universally relatable moments when inner musings take center stage at the most inopportune moments.  

“Chew You Good, three words that remind us that no matter where you are, or what you’re doing, there’s a simple way to take a bite sized me-moment with Orbit, Extra, Freedent, Yida gum. Because sometimes that’s all you need,” says Alyona Fedorchenko, global gum & mints portfolio VP, Mars Snacking.

“And we are completely unapologetic in trying to support that endeavor, it’s what consumers are telling us they want from our brand, and it’s what we intend to deliver, one chew at a time, with the launch of this exciting new platform.” 

Josh Gross, chief creative officer, Energy BBDO notes: “Gum has always been this thing we chew to be outwardly more confident or attractive to others. But it gets really interesting when you think about what gum can do for you inwardly, especially considering the totally bonkers world we’re living in.”

In addition, the campaign will include a collection of brand activations in local markets, streaming radio assets, an AR Snapchat lens, as well as a suite of social content.