Gum brand Wrigley’s EXTRA has refreshed its look, rolling out the rebrand to a global audience starting today. The rebrand is part of a multi-million dollar marketing push for the brand, which includes partnering up with Network Ten’s reality love show The Bachelor.

The campaign will target consumers during their daily routine and will be supported with secondary media activity, including a heavy weight outdoor campaign, mobile, digital and social shopalites as well as in-store activations, designed to increase visibility and unlock new benchmark display opportunities.

This is the first time that EXTRA has sponsored The Bachelor Australia which consistently ranked in the top 10 programs nationally when on air, reaches 50 per cent of the population and is a social phenomenon regularly trending on Twitter. This mass appeal will help to educate consumers that the role of EXTRA in dating is to rescue you in moments when you want to impress.

The brand’s fresh new global look features a shield, with a ‘glint’, reinforcing that chewing sugar-free EXTRA is a great way to help keep teeth clean and healthy after eating and drinking. The refresh follows on from what has been a strong local performance year to date for EXTRA, with the first quarter of 2015 providing the highest value share since 2009.

Wrigley marketing director, Tami Cunningham, said: “EXTRA believes that being at your best gives you the confidence to take advantage of whatever opportunities come your way, and this is a great fit with The Bachelor Australia.

“Our aim is to build brand salience though a mass integrated campaign. The sponsorship will enable us to talk to consumers in a fun and engaging way, demonstrating how EXTRA can boost your confidence to impress and express yourself in those critical dating occasions, and help you smile throughout the day. The campaign will enable us to communicate our new global visual identity, allowing shoppers to identify their favourite products immediately.”

As part of the sponsorship, EXTRA will also have strong branding on the Network Ten series’ touch points including the tenplay website, Facebook, Twitter and Instagram pages. To further amplify visibility and unlock new display opportunities in-store, the roll-out of the new re-brand will be supported with a heavy weight television campaign featuring Ashton Kutcher.