Mars Wrigley wanted to future proof EXTRA Refreshers by building awareness and cultural relevance with a younger, digitally native audience. With Gen Z turning to TikTok for entertainment and inspiration, the brand needed to make a meaningful entrance on a platform where it had little to no presence.
We connected EXTRA with credible, culturally relevant creators who already had a natural affinity with the brand and a core Gen Z following. Through research, we uncovered that nostalgia was driving key trends across music, fashion and food. This insight led to the creative platform: Let’s Get Nostalgic. Creators were briefed to produce TikTok-native content that showed where Refreshers' bold flavours transported them tapping into shared memories and personal style.
We helped EXTRA Refreshers build relevance with 18–25s in an authentic, culturally resonant way. The campaign reached over 8 million Gen Zs on TikTok, proving the power of nostalgic storytelling combined with creator credibility and platform fluency.
