EXTRA x APACHE 207 AMPLIFIED BY MARIO GÖTZE, RITON & MORE.
BRINGING GEN Z CULTURE TO LIFE THROUGH STAR POWER & CREATORS.
EXTRA, one of the leading chewing gum brands from the Mars Wrigley portfolio, joined forces with German music superstar Apache 207 to launch a large-scale, culturally driven brand campaign. Centered around the everyday phenomenon of overthinking, the campaign aimed to connect with Gen Z by addressing a topic that resonates deeply with their daily lives.
With research revealing that 90% of Gen Z experience overthinking, EXTRA positioned itself as a brand that encourages people to take a moment, clear their minds, and escape the constant noise of everyday life. Under the creative message “Kopf aus, Kaugummi rein!”, the campaign combined music, entertainment, and authentic storytelling to translate this insight into a relatable brand experience.
At the heart of the campaign were two key product lines: the established EXTRA core range and the newly introduced EXTRA PLUS Chill edition. To give each product its own distinct identity, two separate hero commercials (TVCs) were produced, each featuring a unique creative concept and tailored talent integrations.
MATIVE contributed to this major campaign by bringing together a diverse selection of content creators and entertainment personalities, including Riton, Abdel Boudii, Dalia M. Morena, and several additional talents. Their involvement added cultural relevance, personality, and entertainment value to the productions, supporting one of EXTRA’s major brand activations.
At Mative, we unite star power, creator culture, and authentic storytelling to create impactful campaigns that resonate with Gen Z.
挑战
CONNECTING WITH GEN Z THROUGH AUTHENTIC CREATOR POWER & CULTURAL RELEVANCE.
In an increasingly competitive attention economy, reaching Gen Z requires more than traditional advertising. Younger audiences expect brands to understand their culture, speak their language, and create content that feels authentic rather than purely commercial.
For EXTRA, the challenge was to translate the universal experience of overthinking into an engaging campaign while simultaneously communicating two different product stories. The established EXTRA core range needed to maintain its strong brand presence, while the new EXTRA PLUS Chill edition required a fresh introduction that would generate excitement and awareness among younger consumers.
With Apache 207 serving as the campaign’s central ambassador, the creative challenge was to expand the campaign’s cultural relevance through additional personalities who could naturally complement his presence and strengthen the overall storytelling.
For MATIVE, this meant identifying and securing a carefully selected mix of creators who could contribute to the campaign’s creative vision. Each personality needed to bring an individual identity, strong audience relevance, and the ability to integrate naturally into professionally produced commercial assets.
The objective was not simply to feature recognizable names, but to create a compelling combination of creator personalities, entertainment, and brand storytelling that would make both productions memorable and relevant to their target audiences.
策略
BRINGING EXTRA’S CAMPAIGN TO LIFE THROUGH STRATEGIC CREATOR INTEGRATION & CULTURAL RELEVANCE.
MATIVE approached the project with a creator-driven strategy focused on cultural relevance, authentic audience engagement, and seamless talent integration into the campaign’s creative concepts. As part of the overarching EXTRA x Apache 207 campaign, MATIVE identified, secured, and coordinated a diverse lineup of content creators and digital personalities for two major commercial productions.
The selected creators represented different areas of the digital entertainment landscape, each bringing a unique personality, distinctive content style, and strong connection to their respective communities.
Among the featured talents was content creator Riton, whose recognizable personality and presence in digital entertainment made him a valuable addition to the campaign. Alongside him, MATIVE integrated creators such as Abdel Boudii and Dalia M. Morena, adding humor, creativity, and authentic social media perspectives to the productions.
Beyond these key personalities, MATIVE secured numerous additional creators, assembling a diverse cast that represented different communities, interests, and entertainment formats.
A central element of the strategy was the tailored integration of creators into two separate hero commercials, each highlighting a distinct product line.
For the EXTRA core range, the selected creators reinforced the brand’s established identity through recognizable personalities, engaging interactions, and relatable storytelling.
For the new EXTRA PLUS Chill edition, the creator integration supported a fresh product narrative centered on taking a break, switching off from everyday overthinking, and embracing a more relaxed mindset.
By carefully aligning each creator’s personality with the creative direction of the respective production, MATIVE ensured that the talent integrations felt natural, authentic, and relevant to the campaign’s overall storytelling.
The combination of Apache 207’s star power, a diverse creator lineup, and two distinct commercial concepts enabled EXTRA to connect with Gen Z across multiple cultural touchpoints while maintaining a consistent brand message.
Throughout the project, MATIVE managed creator selection, talent acquisition, and coordination, bringing together the right personalities to support the successful execution of a large-scale brand campaign.
成果
AMPLIFYING EXTRA’S BRAND IMPACT THROUGH STAR POWER, CREATOR CULTURE & ENTERTAINMENT.
The EXTRA x Apache 207 collaboration resulted in a high-profile brand campaign that brought together music, entertainment, and creator culture within a unified creative concept.
With two distinct hero commercials produced for the EXTRA core range and EXTRA PLUS Chill, the campaign created dedicated brand moments for both product lines while benefiting from the overarching presence of Apache 207.
MATIVE successfully secured and integrated an extensive lineup of content creators into the commercial productions, including Riton, Abdel Boudii, Dalia M. Morena, and numerous additional personalities.
The diverse creator cast added individual personalities, creative perspectives, and entertainment value to the campaign, supporting EXTRA’s ambition to engage younger audiences through recognizable faces and contemporary storytelling.
By bringing together creators from different digital communities, MATIVE helped extend the campaign’s cultural relevance beyond conventional product advertising, connecting the brand with contemporary social media and entertainment culture.
The project also demonstrated MATIVE’s ability to manage complex, multi-creator integrations within large-scale commercial productions, coordinating different personalities and creative requirements across multiple campaign assets.
Ultimately, the collaboration became a major creator-driven brand activation for EXTRA, combining one of Germany’s biggest music stars with a diverse lineup of established digital personalities.
For MATIVE, the project represented a significant campaign execution, showcasing the agency’s expertise in creator partnerships, talent integration, and culturally relevant brand entertainment.
Two hero commercials. A powerful creator lineup. One major brand campaign connecting entertainment, culture, and the next generation.
