Wrigley Extra hires YouTube stars to lampoon Hong Kong’s annoying lunch companions

Wrigley is running a campaign in Hong Kong to encourage youngsters to chew Extra chewing gum after meals.

The campaign, created by BBDO, is one of the first by the brand to use digital at the centre of an idea in Hong Kong. It features YouTube stars Bomb in a four-minute video depicting various annoying lunch companions, such as people who eat slowly or take non-stop selfies.

The videos, the storylines for which can be read in English here, launched in late February and have ranked among the top ten videos in Hong Kong without media spend.

“This is our first attempt to push the digital platform for Extra,” said Vivian Ho, marketing director for Wrigley Taiwan and Hong Kong. “In the past, we mainly focused on traditional mediums, such as TV, for gaining high reach as it is important for our FMCG category.

Kevin Lynch, ECD for BBDO South China, added: “The creative team had no trouble thinking up different annoying lunch companion traits. The rest of us in the office wondered where they got all the great material.”


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