Tasked with increasing Wrigley’s outreach to a younger demographic, we designed and produced an exclusive wellness-focused brand activation for their chewing gum brand – Extra.
Our goal was to captivate the attention of Gen Z amidst the hustle and bustle of London, encouraging them to break free from their hectic schedules through a unique wellness pop-up experience that left guests associating Extra with feeling calm and fresh.
In a strategic partnership with the award-winning PR agency – The Romans, we produced this unique brand activation. Nestled in the trendy and easily accessible Shoreditch, courtesy of our venue – White Rabbit Studios, this pop-up provided a tranquil escape from the frenetic energy of central London. Named EXTRA: Breathe, Chill, Chew, Repeat, this experience created a sanctuary for those in pursuit of a health boost and a dose of wholesome wellness.
Upon entering the Chill and Chew Zone, guests were indulged in the calming scents of peppermint – a classic flavour of the iconic EXTRA gum. Personalised breathwork sessions by the esteemed Artur Paulins, a breathwork and mindfulness coach trained by Wim Hof, ensured that guests entered a tranquil mental state before engaging in the ice immersion.
Equipped both physically and mentally, guests faced the Extra Gum ice baths, increasing blood flow circulation, enhancing alertness and mood, and fostering overall well-being. Guests then luxuriated on giant bean bags while indulging in invigorating ice eye masks. The Re-chew-created a calming ambience under a mesmerising projection of the aurora borealis. This space offered an opportunity for quiet reflection with journaling or an active rebound to get the blood flowing after the ice immersion.
The activation provided flexibility for guests to experience the EXTRA treatments individually or as part of a group, fostering a social outing for friends and family or offering precious ‘me time’ for those seeking relaxation in solitude.