Extra's Bold Rebrand: Embracing Flavour and Confidence in 2024
Let's talk about the exciting rebranding of Wrigley's Extra chewing gum - it's like a breath of fresh air in the world of gum! The brand, known worldwide by various names like Orbit and Freedent, has decided to shake things up. They're moving away from the whole dental hygiene vibe to something more flavourful and lively. Elmwood, the brand consultancy behind this fresh look, aimed to drop the traditional dental hygiene focus and shine the spotlight on Extra's variety of flavours.
One of the coolest parts of the rebrand is the transformation of Extra’s "ding" symbol. Remember that star-like symbol? It's now got softer curves and a new, more digital-friendly look, all set within a circular frame described as a "shield." This new symbol isn't just for show; it's a key player in Extra's digital strategy, making the brand more adaptable in the digital age. It’s this flexibility that really makes the brand pop, especially on its packaging where the first letters of the brand name are highlighted within this shield and ding lock-up.
The circular theme doesn’t end there. It's woven into the updated typography and a new flavour framing device, focusing on - you guessed it - flavour and confidence. For the first time in the UK, this spotlight technique is being used to give consumers a clearer picture of what they're getting. Elmwood even designed a series of visual assets for digital and social campaigns, inspired by pop art and featuring playful taglines. This new approach uses the ding symbol in animated works to create a strong, flexible system that can be tweaked to suit different market needs.
Elmwood London played a significant role in reimagining the Extra brand. Their goal was to appeal to the younger, Gen Z consumers by turning Extra into a lifestyle brand for a digital-first generation. This shift focuses on flavour and confidence-boosting moments. The rebranding also involved creating a new, universal brand flag – the “ding” symbol. The refreshed symbol is designed to be used alone or in various settings, establishing a unified brand identity across global markets.
This new packaging design launched in the UK and is set to roll out across Europe. The rebranding highlights the brand’s celebration of confidence, with Elmwood elevating the ding shape to key asset status. These changes include motion expressions in digital and social channels, featuring striking pop art-inspired images and light-hearted copy like “Share Ding is Caring”.
Extra's evolution into a confident, forward-thinking brand that resonates with a younger, contemporary audience is impressive. The global rebrand started in December 2021 in China and has continued across other countries. This new brand system is designed to allow for future product innovations and partnerships, like the cross-promotional campaign with the Gen-Z focused online fashion retailer, I Saw It First. Extra's new visual identity is its first unified expression at a global level - a bold move that's totally “extra”.
In essence, Extra's rebrand is more than just a facelift. It's a strategic move to stay relevant and appealing in a rapidly changing, digital-focused world. They've taken a product as everyday as chewing gum and turned it into a statement of confidence and style - something that resonates with the younger generation. It's not just about fresh breath anymore; it's about making a statement. Extra's new look is a testament to the power of branding in connecting with consumers on a deeper level.
And there you have it – the remarkable transformation of Extra into a brand that speaks the language of today's youth with a flair for the modern digital world. Are you feeling inspired to give your brand a makeover that resonates with your audience just as effectively? Let's make 2024 the year of big changes for your brand. Get in touch with me, and together, we can craft a branding strategy that's as bold and refreshing as Extra's. Let's create something extraordinary!
