Gum brand positions local retailers as ‘community connectors’
Chewing gum brand, Wrigley’s Extra has launched a new campaign called ‘Beat The Boss’ following research that found that 94% of Gen Z frequently face work-related micro-stresses, with almost 7 in 10 (69%) saying that stepping out for a chat with a shopkeeper could help lift their mood.
The campaign positions local independent retailers as community connectors, offering not just products, but human interaction to help shoppers reset during their working day.
Participating retailers will host ‘Boss Breaks’ takeovers, where trained shopkeepers will provide friendly chats, a listening ear and free packs of Extra gum.
Edinburgh will take part this week at Broadway Convenience Store, 10 Oxgangs Broadway.
Hannah Lee, UK brand director, Extra said: “Today’s young professionals are constantly navigating low-level tensions at work, the kind that build up but rarely get addressed. With ‘Boss Breaks’, we’re giving them a space to pause, reset, take a breath, and get back into their day with a clearer head.”
Retailers hosting the activity have been trained by life coach Michelle Elman to help shoppers pause and de-stress. Each participating store will also benefit from national PR and social media support to drive awareness and footfall.
You can watch the Wrigley’s Extra Boss Breaks video here.
