Extra gum turns bad table manners into hilarious branding video

Texting, taking selfies, fussy eating, being a rude cheapskate... all these bad table manners have been turned into a hilarious viral video as part of a branding campaign for Wrigley Hong Kong's gum brand Extra.

Rooted in an insight from everyday life, the four-minute online video, featuring a team of renowned Hong Kong YouTubers, demonstrates a series of short stories around various “annoying lunch companion” stereotypes that are relevant to Hong Kong people.

They include “The Texter”, “The Selfier”, “Picky Eater”, “Food Envier”, “Slow Eater”, “Cheap Skate”, “The Impolite”.

Developed by BBDO Hong Kong, the campaign aims to encourage after-meal consumption of the gum brand in light-hearted way. Launched last week, the video has entered the top 10 Hong Kong videos on YouTube with over 200,000 views in the first two days, without media investment.

To date, the viewership of the online video stands at over 561,000 with a Facebook engagement rate of more than 92%.

“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 the FMCG category.

"However, with the shift of our audience’s behaviour, we are starting to invest more in digital for stronger engagement and to integrate our product into our audience’s daily lives."

Kevin Lynch, executive creative director for BBDO South China, said 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."