Extra Gum
How we’ll make Extra Chewelry a movement for Gen Z
Step 1: Launch with a culture Icon
UK rapper Fredo, known for his habitual chewing stim, debuts his custom Chewelry at major events
Step 2: IRL Pop-Up shops in major cities
Interactive Chewelry stations at music festivals and fashion events, letting people design and purchase their own chewable accessories.
Each bracelet will contain a refillable capsule of Extra Gum Refreshers
Strategist: Joy Zhou
Copywriters: Jackson Wald, Joe Wint
Art Directors: Tanmay Kumar, Emme Schumacher
Step 3: Customization on TikTok Shop
Fashion influencers will design and wear their own Chewelry, linking their creations directly to TikTok Shop for fans to buy.
Nearly 1 in 3 teens have an anxiety induced chewing stim, but safe options to cope are limited to gum or kids' chewelry. So, in order to reposition Extra as an empowering wellness brand, we merged the two to create stylish Chewelry for teens
Art Direction Inspo: Inspired by trendy, chunky jewelry and 3D graphic design