Wrigley's Extra Fusion chewing gum is hitting TV screens with a new advertising campaign that aims to provide a visual and audio banquet. Vibrant colours, 3D animation and a psychedelic mix of images are backed by a soundtrack from the Klaxons and the ad features a voiceover from Channel 4 presenter Miquita Oliver. The aim is to attract new chewers and inform the 13 million regular Extra consumers about the new fruit and mint-fused gum that promises "a fresh taste experience". The launch of Extra Fusion, which comes in Spearmint with a twist of Melon and Peppermint with a twist of Berry flavours, is getting support from cinema advertising, in-store media and sampling. The company was "extremely confident" the campaign would drive awareness of the new range, according to communications manager Alexandra MacHutchon.

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