Wrigley’s new Time to Shine campaign will encourage consumers to harness their inner confidence.

Designed to engage with a broad adult and teen audience, the TV and online campaign features a defining Time to Shine moment, as the protagonist shows the potential of what can happen when you’re feeling confident. The new campaign also reminds consumers that when your mouth feels fresh, you feel at your best.

Time to Shine marks a change in Wrigley’s Extra brand strategy, focusing on a theme with greater emotional resonance, rather than functional benefits. The firm claims that retailers can capitalise on the brand’s increased visibility across prime time TV, and boost sales in this highly impulsive category.

Marketing director Julio Guijarro said: “The TV campaign reignites the Extra brand with a refreshed and innovative message that tells our story in an emotional and poignant way, whilst highlighting the importance of clean teeth and fresh breath.

Worth £213m, up 2.9%, Extra is the driving force behind the gum category, which is growing in volume and value sales. Category growth is being driven by the trend towards sugar free gum and Wrigley expects this to continue, with Time to Shine driving awareness of the brand and category.