Chewing gum has been shown to reduce anxiety, reframing a simple chew into a moment of control. Chew gum to chew away stress.

When you can reduce your own anxiety you feel more confident. Extra offers a way to freshen your perspective and give you that relief. Because sometimes it’s not about getting it right, it’s about feeling right.

Logo of Wrigley's Extra chewing gum with the slogan "Freshen Your Perspective"
Smartwatch screen displaying a feature called 'Chew & Chill' that syncs with gum for breathing exercises, showing an image of gum and an extra piece.

Partnership with Calm App. Innovate on their existing basic functions.

  • "Chew & Chill" Sync Feature

    • Builds on: Breathing Exercises + Emergency Calm (Features already available in the Calm app)

    • Concept: When the user activates a calming feature (like breathing or emergency calm), the app prompts them to pop a stick of gum, syncing the breathing tempo with light haptic taps and chewing rhythm.

    • Why it works: Engages the body (chewing) and mind (breathing), reinforcing the brand’s positioning: “Extra moments of calm.”

Three packages of Wrigley's Extra gum, each with different colored backgrounds: blue, light blue, and green with pink, all featuring the Extra logo and the slogan "Freshen Your Perspective."
Smartwatches displaying humorous messages about a bad Tuesday and phone use, with colorful backgrounds and the Extra gum logo.