Description
Chewing gum has historically been stuck selling "freshness," ignoring a real crisis: the growing anxiety in Gen Z. We detected an opportunity based on pure science: chewing gum reduces cortisol (stress) by up to 54%, a fact no brand had capitalized on.
To capture this territory, we transformed a commodity into an accessible wellness tool. Extra Flavor is a product strategy designed to change the perceived value of gum:
Chemical Disruption: We enriched the formula with active compounds (Quercetin, Vitamin B9, Cineole) so each flavor delivers a specific cognitive benefit (Energy, Memory, Calm), positioning the product as an accessible supplement.
Structural Functionality: We designed a packaging structure with haptic functionality. Made to be "squeezed," the pack acts as an immediate physical stress-relief tool at the point of sale, creating a purchasing ritual that justifies its new purpose.
Extra Flavor moves the brand from the candy aisle to functional wellness, establishing a new standard for daily stress management.
This student campaign titled 'Extra Flavor' was published in Mexico in May, 2025. It was created for the brand: Wrigley’s, by ad school: Miami Ad School Mexico. This Design, Experiential, and Static Images media campaign is related to the Confectionery, Snacks, Health, and Public Interest industries and contains 11 media assets. It was submitted about 11 hours ago.
Credits
Advertising Agency (School): Miami Ad School Mexico
Brand: Wrigley's Extra Orbit
Art Director: Wilmer Gómez
Copywriter: Gustavo Yañez
