Brand : Extra

Slogan : ‘ Eat, Drink, Chew’, encourages people to use chewing gum after snacks and
meals as well as brushing twice a day to keep teeth clean and healthy

Message strategy : Cognitive message strategy, direct promotion of products

attributes and benefits without any claim of superiority

Message theme : Health message theme

Target Audience : To young adults, ages 18 to 24, who want invest in their dental
hygiene and enjoy the sample pleasure of chewing gum
Types of Appeal : Rational appeals focus on the customers need and other forces that
affect a society’s basic values, perceptions, preferences and behaviour

Theme Colour : Blue theme advert which associated health and related to cleanliness