Mars' Extra Gum brand has launched "Chew Into It," a new platform designed for today’s economy. A significant strategic evolution for the brand, it says, “Chew Into It” aims to move Extra beyond functional refreshment to own a more culturally resonant role in consumers' lives: an antidote to digital distraction that helps people reset, lock in, and be present.

To learn more, we reached out to Maria Urista, VP, marketing at Mars Snacking North America.

Liz Parker Kuhn: Can you please talk a bit about the “Chew Into It” platform? 

Maria Urista: Our Extra “Chew Into It” platform is a significant strategic evolution for the Extra gum brand, designed to resonate with how consumers, especially Gen Z, are using gum. We recognized that the role of gum is expanding beyond just functional fresh breath. People are living in an overstimulated world and want simple, accessible ways to be more present. Chewing gum has organically become a small ritual for them to do exactly that.
  

LPK: How does it aim to move Extra beyond functional refreshment? 

MU: The platform moves Extra gum beyond functional refreshment by establishing a more culturally resonant role for the brand. We are evolving and expanding the perception of Extra gum from mostly an occasion-based product for fresh breath to an everyday companion that helps people navigate daily life. It’s about transforming Extra gum into a pocket-sized sidekick that helps chew away the distractions, internal or external, allowing people to reconnect with the moment.
  

LPK: How does Extra provide an antidote to digital distraction that can help consumers reset, lock in, and be present? 

MU: The idea behind Extra's “Chew Into It” is that chewing gum can be a powerful ritual that helps people reset, lock in, and engage more fully in the moments that matter. The platform dramatizes the tension between the overstimulation of modern life and the desire to be present, positioning chewing Extra Gum as a simple tool that helps people reconnect with what’s happening around them. 

LPK: Your data shows that Gen Z consumers chew gum two times more than those over 30 to navigate an overstimulated world. How is Mars striving to reignite category growth and relevance for the next generation? 

MU: Data show consumers under 25 chew gum twice as often as those over 30, with teens ages 14–17 chewing nearly three times as often. That insight is a key driver of our strategy. We are meeting Gen Z where they are by formalizing the ways they already use Extra gum to manage an overstimulated world. As a category leader, Mars consumer obsession and cultural pulse drives the industry forward. The Extra “Chew into It” platform is our commitment to positioning gum for category growth and relevance for the next generation. 

LPK: Can you talk a bit about Chewbert, the new brand character? 

MU: Chewbert is the new face of Extra gum and the visual embodiment of the brand’s “Chew Into It” platform. He’ll be on high-impact murals in New York and LA and on TV and social. Chewbert is an expressive, optimistic piece of chewed gum who personifies Extra Gum’s new role as an ever-present, pocket-sized sidekick. You’ll see him using his wrapper as a paper airplane to "bonk" you back to the present or "popping" to snap you out of your head. He was designed to create a distinctive and memorable brand identity that stands out. 

LPK: What does Extra’s strategic pivot—from functional breath freshener to a culturally resonant, everyday companion—signal for the broader trajectory of the gum category? 

MU: Our strategy reflects an evolution of the gum category, not a departure from what consumers already value. Fresh breath remains a core benefit of Extra Gum, but we see an opportunity to expand gum’s role beyond that functional benefit and create deeper emotional and cultural relevance. As consumers seek small ways to be more present and connected throughout their day, we believe the future of the category lies in balancing strong functional benefits with meaningful consumer experiences that create new occasions to reach for gum. 

LPK: What is your favorite Extra flavor to enjoy? 

MU: My favorite Extra gum flavor is Spearmint. It's been my go-to for years because it's one of those flavors that just works for any occasion. Whether I'm running between meetings, traveling, or driving my children around, it's always in my bag. The flavor is refreshing, long-lasting, and gives me that little moment to pause and reset during a busy day. Sometimes the classics are classics for a reason!

Mars is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.