This case study details how Extra gum created brand salience by developing the 'Give Extra, Get Extra' campaign to make it more memorable and distinctive in consumers' minds via a series of emotional films on the theme of how sharing gum could make people happier. The case includes the ads, 'Origami' and 'The Story of Sarah and Juan', as well as branded entertainment clips, and a social element in which consumers were encouraged to submit artwork created on gum wrappers. It demonstrate how in a shrinking category, this brand idea was worth more than three points of market share, restored sales of core flavours to growth, and delivered an estimated $85.5 million in incremental value sales.