Extra Gum’s latest campaign tackles awkward social moments

Extra Gum is looking to help consumers get through some awkward social situations this holiday season.

The Newark, N.J.-based company, which is part of the Mars Wrigley family, announced the launch of the “Chew It Before You Do It” campaign.

This initiative highlights how taking a moment to chew a piece of gum before doing, saying or acting, can be the difference between an easy situation and one that is less than so, the company said.

[Read More: Mars Wrigley previews 2022 lineup]

“Ahead of anticipated seasonal celebrations and family gatherings, we’re unveiling our new Chew It Before You Do It campaign as a playful solve to those hilariously awkward holiday moments we may have all forgotten about after an atypical holiday season last year,” Natalie Malone, brand manager for Extra Gum at Mars Wrigley US said. “We hope our relatable content and campaign delivers better moments and more smiles this season and reminds our fans that sometimes ‘chewing it over’ can make all the difference.”

Created by Energy BBDO, the ad campaign features video spots that depict recognizable moments, like reacting to a family member’s unamusing joke or showing a love interest a childhood bedroom among other situations.

Each ad displays how taking a moment to chew a piece of Extra Gum can be the difference between a fond memory or a social blunder that could take the holiday season in an unexpected turn, the company said.

[Read More: Extra adds refreshing gum flavors]

“This holiday season we might find ourselves face to face with the harsh realities of our family dynamics. When things get awkward, we sincerely hope people take a second to chew Extra Gum before saying something they can never, ever, take back,” Josh Gross and Pedro Pérez, co-chief creative officers at Energy BBDO said.

In addition, the brand also will be releasing a limited-edition “Chew It Before You Do It” button that will help relieve consumers from questionable situations. Each button will provide a piece of Extra Gum when pressed, allowing for a thoughtful moment to be had before answering, the company said.