The Brief
Extra wanted to launch its new Chew Into It platform in a culturally relevant way ahead of the 2026 Men’s World Cup. The opportunity was to show how chewing can help fans lock into the moments that matter, using soccer’s biggest global stage as the perfect place to prove it. With Extra Time already built into the language of the game, we saw a simple opening to make the brand feel naturally part of the moment.
The Results
We turned a familiar piece of soccer language into a brand-owned idea with The Origins of Extra Time. The work gave Extra a natural role in the World Cup conversation and made Chew Into It feel culturally relevant, not bolted on.
By connecting the brand to one of the game’s most recognizable moments, the campaign created a simple, memorable story fans could instantly understand and gave Extra a distinctive way to show up on one of the biggest sporting stages in the world.
Extra finally
claimed
Extra Time.
