For a long time, chewing gum has had a fairly bad image in terms of tooth damage, which explains why brand identities favoured the more clinical, ‘dental hygiene’ aesthetic. With Extra, alongside ...

The Christmas adverts haven't even started and there's one that has us bawling - a chewing gum commercial. The new two-minute video by Extra has clocked up over three million views since last ...

Extra gum had become one of the biggest brands in the category by dominating store checkout lanes with a myriad of flavors. But while it was big, it had no meaning. And with no meaning, it was ...