Wrigley’s Extra White

We all feel self-conscious about the way we look – especially when it comes to our teeth. This is no surprise given the image portrayed by models, actors & pop stars who fill our feeds with picture-perfect bright white teeth, or flawless veneers. But this idea of perfection is outdated – and really, no matter its shape, size, colour or age – every smile should shine.

When we were briefed to put Extra White gum on the radar of young audiences, we saw the opportunity to deploy a purpose-led approach. So in addition to a consumer insight about the confidence that a bright white smile gives the individual, we also recognised a cultural truth about this audience’s belief in diversity and inclusion and their expectation that brands behave accordingly.

We harnessed this to celebrate ‘dental diversity’, making the promise that every smile should shine bright. All you need is a little Extra White confidence. Chew Extra White for a brighter, more confident smile.