Chew O’clock challenge

Wrigley is teaming up with Sophie Ellis-Bextor for a campaign to support the UK launch of Extra’s new soft-chew flavours, Strawberry and Bubblegum.

The campaign will see the singer, songwriter and model encourage families to take part in the ‘Chew O’clock Challenge’ – calling on them to chew together at 4 o’clock, the key post-school snack time, when teeth are at risk from lingering food.

Sue Cobbledick, Wrigley Oral Care marketing manager, says, “Many parents have no idea that snacking can have such an effect on oral health. This campaign will boost awareness of the importance of oral care, especially for children, and show how chewing sugar-free gum after snacking can help protect teeth.”