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Library/Campaign/Extra Gum: The Story of Sarah & Juan
Grade B23 sourcesHIS-00154

Extra Gum: The Story of Sarah & Juan

Campaign · 2015 · Notable

Made by Energy BBDO Chicago · Source

46Editable slideCertificate

Extra’s agency reported 88 million views on an unpaid repost of its gum love story.

Original · re-upload by Brainstorming Mkt&Com
A two-minute love story told through gum-wrapper drawings, set to Haley Reinhart’s Elvis cover.
Brainstorming Mkt&Com on YouTube
Ad of the Day: Extra Gum Wraps Up One of the Year's Sweetest Love Stories
Adweek
Wrigley's "Extra Gum: The Story of Sarah & Juan" commercial.
Billboard

Spread Score

How it works
Reach54Contagion20Breadth50Velocity60LongevityNo data yet46

Numbers

Campaign impressions, award-entry total
1.3B
Self-reported · The Marketing Society
Peak date
Week of Oct 15, 2015
Oct 7 ’15 to Week of Oct 15, 2015
Platforms
8
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

  • Platform jumpPrimary
  • Press loop
  • Response chain
  • Shareable output
  • Transgression

How it spread

Trace the origin

Extra launched a paid online love story. An unpaid Facebook repost dominated reported views, and the soundtrack entered sales and radio charts. An award entry credited the campaign with lifting weekly sales growth to 9.5%.

Dates use the stated precision; chart positions are date anchors.

Oct ’15NovDecJan ’16FebMayAugDecMay ’17JulYouTubeXPressFacebookTVAudioOpen webRetail
YouTubeXPressFacebookTVAudioOpen webRetail

14 more events on this chart

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Timeline (17)

  1. October 2015

    Extra Gum seed · Oct 7 ’15

    Extra Gum uploaded The Story of Sarah & Juan to YouTube with paid online support.[1][2][19]

    A two-minute love story told through gum-wrapper drawings, set to Haley Reinhart’s Elvis cover.
    Open the first post ↗

  2. Sebastian L. (@Sebas4th) platform jump · Oct 7 ’15

    Sebastian L. tweeted the film and said it made him cry.[1]

  3. Adweek press · Oct 8 ’15

    Adweek featured the film as its Ad of the Day.[3][19]

    Ad of the Day: Extra Gum Wraps Up One of the Year's Sweetest Love Stories
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 2 numbers · Revised 4 numbers · Score 47 → 46
  2. 2026-10-15Fact-check passed (45 claims)
  3. 2026-10-13Added 1 event · Added 2 sources · Archived 1 source · Added 3 evidence checks · Score 40 → 47
  4. 2026-10-12Added: 16 events, 21 sources · Score 40
Origin
Mixed
Sector
Food & beverage
Region
US
Campaign impressions, award-entry total
1.3B
Self-reported · The Marketing Society
Evidence
Grade B

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Contemporary screenshot of BYD’s original Weibo film, posted at 20:10.

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38
Learning Mandarin out of spite? You're not alone. We’ve seen a ~216% growth in new Chinese (Mandarin) learners in the US compared to this time last year.

18.8M views

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How the next thing spread, the week it does.

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· Source
Oct ’15NovDecJan ’16FebMayAugDecMay ’17JulYouTubeXPressFacebookTVAudioOpen webRetail
YouTubeXPressFacebookTVAudioOpen webRetail

14 more events on this chart

Join free to see them

  1. October 2015

    Extra Gum seed · Oct 7 ’15

    Extra Gum uploaded The Story of Sarah & Juan to YouTube with paid online support.[1][2][19]

    A two-minute love story told through gum-wrapper drawings, set to Haley Reinhart’s Elvis cover.
    Open the first post ↗

  2. Sebastian L. (@Sebas4th) platform jump · Oct 7 ’15

    Sebastian L. tweeted the film and said it made him cry.[1]

  3. Adweek press · Oct 8 ’15

    Adweek featured the film as its Ad of the Day.[3][19]

    Ad of the Day: Extra Gum Wraps Up One of the Year's Sweetest Love Stories

  1. platform jump · Week of Oct 8, 2015

  2. peak · Week of Oct 15, 2015

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

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