Wrigley Pacific is sponsoring The Bachelor as part of a global rebrand for its flagship gum brand, Extra.

Extra is introducing its new look by joining the pop culture and dating conversation as a major sponsor of Network Ten’s The Bachelor Australia. 

The brand’s new look features a shield with a ‘glint’, and the TV campaign starring Ashton Kutcher has been on air locally for several months.

The sponsorship is part of a multi-million dollar campaign that will target consumers during their daily routine and will be supported with secondary media activity, including a heavy-weight outdoor campaign, mobile, digital and shopalites, as well as in-store activations designed to increase visibility.

Wrigley is banking on the mass appeal of The Bachelor to educate consumers that the role of Extra in dating is, “to rescue you in moments when you want to impress”.

The refresh follows on from what has been a strong year to date for the brand locally. Wrigley reports that the first quarter of 2015 provided the highest value share since 2009.

Wrigley’s marketing director, Tami Cunningham, says the aim is to build brand salience though the mass integrated campaign. “The sponsorship will enable us to talk to consumers in a fun and engaging way, demonstrating how Extra can boost your confidence to impress and express yourself in those critical dating occasions, and help you smile throughout the day. The campaign will enable us to communicate our new global visual identity, allowing shoppers to identify their favourite products immediately.”

As part of the sponsorship, Extra will also have strong presence across The Bachelor‘s touch points, including the Tenplay website, Facebook, Twitter and Instagram pages.

To further amplify visibility and unlock new display opportunities in-store, the roll-out of the new re-brand will be supported with a heavy weight television campaign featuring Ashton Kutcher.