Almost all Americans know and love Extra Gum.
Unwrapping an iconic silver Extra wrapper means great flavor is just a few chews away.
During the Olympics, however, silver means second plaace. This campaign will remind consumers Extra is #1 by rallying around American athletes during Olympic season.
Every two years, Extra will turn its normal silver foil gold.
To support the American Olympic campaign,
we will encourage other silver and bronze American icons to follow suit.
extra.com/gold
Introducing Extra’s Gold dashboard to keep you updated on all things gold during the Olympics.
Unwrapped
Behind every gold medal is a story of dedication, perseverance, and a hometown that fostered their dreams. That’s why we’re bringing those who’ve reached the pinnacle of success—our gold medalists—back to where it all began. We’re celebrating not just their victory on the world stage but the local fields, gyms, pools, and tracks where they first became champions. Together, we’ll honor the coaches, families, and hometown heroes who inspired them, reminding everyone that greatness often starts right at home.
Extra Gold Rush Sweepstakes
Leading up to Olympic season, Extra will engage Americans by holding a sweepstakes found within limited edition gold packs of gum.
Extra will give several Americans the opportunity to go support our olypmians.
