By Heather Taylor, Editor-in-Chief, PopIcon
How has a gum company never had a chewed piece of gum as its brand asset until now? It’s a brilliant idea hidden in plain sight! The star of Extra Gum’s latest campaign “Chew Into It” is a wad of gum named Chewbert and he’s on a mission to get gum chewers everywhere to lock in and be present in the moment.
“Chew Into It”
The “Chew Into It” campaign from BBDO Chicago knows everyone is overstimulated, especially millennials and Gen Zers.
There’s only one thing to do when the noise gets to be too much: pop a piece of Extra Gum in your mouth, chew it, and focus on the moments which matter most right now.
“Chew Into It” has four spots, each showing how Chewbert shows up to assist everyone in locking in.
In one, Chewbert blows himself up into a bubble during a game night with friends before popping on the couch. Another spot features him blowing the whistle before the referee during a school basketball game.
But our favorite features a student studying while their phone is going off. Chewbert pops up and swallows the smartphone whole to prevent any further distraction.
Who Is Chewbert?
Chewbert is less of a brand mascot and more of a pocket-sized sidekick. The character’s full name is Chewbert B. Present, which we uncovered from his LinkedIn profile.
Work experience? Personal sidekick at Mars.
More fun facts about Chewbert are sprinkled throughout the Extra Gum Instagram. Chewbert is bright green and equal parts hype man and emotional support friend. He prides himself on being present, connecting with others and being a good friend.
And as a baby, he was a stick of gum. Too cute.
Image Credit: Mars
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
