Mars Wrigley approached us to rebrand Extra, creating a new brand expression to unify global markets, appeal to younger consumers and transform the brand into an iconic lifestyle brand for a digital-first generation.
The Tension
We began by looking at Extra’s key asset: a “ding” symbol, traditionally a code for cleanliness and dental hygiene. The “ding” demanded a refresh — one reflective of the brand’s target consumers and their lifestyle. We elevated the “ding” symbol, modernizing it as a bold, simplified, eye-catching key asset— reimagining it as a metaphor for celebrating moments of confidence.