NEWARK — EXTRA Gum, part of the Mars family of brands, announced the launch of its newest innovation, SOURS by EXTRA. To celebrate the bold new offering, the brand is teaming up with fan-favorite TV dancer Hailey Bills to launch the SOURS by EXTRA Cheworkout Sweepstakes, a social media dance sweepstakes inspired by the gum’s unexpected sweet-and-sour duality.
New SOURS by EXTRA offers a simple, tasty, and unexpected twist that helps make present moments more enjoyable, turning everyday occasions into more flavorful and exciting experiences. Inspired by consumers who are drawn to bold flavors and new experiences, SOURS by EXTRA intercepts everyday moments with a burst of out-of-pocket fun.
"With SOURS by EXTRA, we're bringing a bold new twist to the gum category," Maria Urista, Vice President, Gum & Mints at Mars Wrigley North America. "This social-first launch, in partnership with the incredibly talented Hailey Bills, gives fans a fun and creative way to experience that unexpected flavor twist for themselves. It’s about turning any moment into a more flavorful and fully present occasion."
The SOURS by EXTRA Cheworkout Sweepstakes translates the gum’s unexpected flavor into a playful, social behavior that fans can learn, remix, and share. Fans are encouraged to share their take on Hailey’s #CheworkoutSweepstakes on TikTok or Instagram for a chance to win a private virtual dance tutorial with the professional dancer herself, plus a reshare on Hailey’s social channels.
Treat your tastebuds to a bold new twist. SOURS by EXTRA is available nationwide now in two mouth-wateringly delicious flavors: Blue Raspberry and Strawberry. Both flavors come in 15-stick single packs, with Blue Raspberry also available in a 3-pack multipack.
Available in two all-new flavors — Blue Raspberry and Strawberry — SOURS by EXTRA is now available nationwide in 15-stick packs.
How to Enter the #CheworkoutSweepstakes
• Comment on Hailey’s Cheworkout video on TikTok or Instagram, sharing how you add an extra twist to your everyday routines, with the hashtag #CheworkoutSweepstakes.
• For 10 bonus entries, share an original video on TikTok or Instagram inspired by Hailey's Cheworkout, showing off your own creative twist.
• UGV video entries must use the hashtag #CheworkoutSweepstakes and tag @extragum in the caption.
• Visit the link in the @extragum TikTok profile to complete your entry.
• The grand prize winner will be selected at random and will receive a private dance tutorial with Hailey Bills. Additionally, 100 randomly selected secondary prize winners will each receive one.
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