Extra (gum)
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Extra is the name of the second sugarfree gum launched by Wrigley's in the United States and was introduced in 1984 (the first being Orbit in 1977). It became one of the most popular brands of gum within a few years. It is available in at least nine flavors, including: Peppermint, Spearmint, Classic Bubble, Cinnamon, Winterfresh, Polar Ice, Wildberry Frost, Cool Watermelon, and Cool Green Apple.
In Hong Kong, a line of gum from Extra came in three flavours, Sweetmint, Melon and Strawberry. They featured the sweetner Xylitol which in a Chinese pun literally translates to 'Shine Camel', which can be understood as 'Suntanning Camel.'[citation needed]
In the UK, Extra is available in the flavour "Cool Breeze" which is sold in metallic blue packets.
In Australia, many of the Extra flavours are the same as the ones offered in the US. When Extra was launch originally in Australia, Liz Smylie (Australian tennis champion) was used as the spokesperson for the product. Liz had a distinctive lisp which was used to make the campaign a success by having people emulate her voice in the adverts.
Before introducing the mentholated "Cool Green Apple" and "Wildberry Frost", Extra had an "Original" flavor, which came in a bright magenta colored package (as opposed to "Classic" in standard pink). This flavor was a unique blend of strawberry, bubblegum, and raspberry flavors. Consumer interest for this flavor diminished, and Wrigley discontinued the product based on low consumer demand. Final shipments for Extra Original bubble gum were made July 1, 2003. Wrigley has given no indication they have any plans to bring this "Original" flavor back.
In Canada, Extra gum comes in smaller pieces, exactly like Orbit gum. Originally having the same packaging as its American counterpart, the Canadian version took on a life of its own in 1994, with a new, different logo, and with new, unique flavours including Cherry and Peach. Since 2004, Canadian Extra has taken on packaging similar to Orbit (both gums are manufactured in Canada) and have reduced their flavours to those of Orbit's.
Advertising duties for Extra and other Wrigley brands are handled by Chicago advertising agency Energy BBDO.
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| Wm. Wrigley Jr. Company | |
|---|---|
| William Perez, CEO & president • William Wrigley, Jr. II, chairman | |
| Past CEOs and presidents: William Wrigley Jr. • Philip K. Wrigley • William Wrigley III • William Wrigley, Jr. II | |
| Chewing gum | |
| Airwaves • Big Red • Doublemint • Eclipse • Excel • Extra • Freedent • Juicy Fruit • Orbit • Spearmint • Surpass • Winterfresh | |
| Bubble gum and candy | |
| Alpine • Altoids • Big League Chew • Bubble Tape • Hubba Bubba • Life Savers • Creme Savers | |
| See also | |
| Wrigley Building • Wrigley Field (Chicago) • Wrigley Field (Los Angeles) • Wrigley Institute for Environmental Studies • Wrigley Square | |
Annual revenue: $517 million USD (FY 2005) | Employees: 14300 | Stock symbol: NYSE: WWY | Website: www.wrigley.com/ |
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