Brief Explanation

In a country where understanding and involvement in oral health is incredibly low, Extra needed a way to drive an after-food chewing association. But what China lacks in knowledge of oral care, it does have a deeply ingrained culture of food. Food here is much more than nutrition. So much so that when we even talk about the ups and downs in life, we talk about them in terms of flavour (sour, sweet, bitter, spicy). So we engaged and fascinated the public with an epic story of life in all its many flavours, that followed a relationship from the very first look to the final parting, from desert to ocean, and all the joys and sorrows along the way. The common aspect of all the episodes is that each is centered around Extra as a true gesture of caring after any flavour (of food and life) - an unspoken message that by caring about your oral health, in fact I actually care about you. Because no matter sour, sweet, bitter or spicy, Extra cares.