Brand Loyalty from Hopeless Romantics

Our society loves to put love on a pedestal. Facebook, Twitter, and Instagram are flooded with #RelationshipGoals, and heart-eyed emojis can be found in the comment sections of every couple's latest profile picture. We love love. If you're in a relationship, you want to be those hashtag relationship goals. If you're a hopeless romantic, you dream of a day love will come your way as you eat potato chips in bed at 10:00 pm watching the latest RomCom on Netflix. (No judgment)

Extra Gum took note of society's obsession for sappy romance and released an ad in October of 2015 depicting the budding love story of a young couple with Extra Gum playing an integral role in their relationship.

This two minute video immediately went viral on social media after it was released, and it now has over 92 million views on Facebook with another 20 million views on YouTube. It's been over a year since the video came out, and it's still on the homepage of Extra's website today. Viewers comment on how an ad has never made them cry before and how this is "the one ad I will never skip over." Extra Gum succeeded getting through to the click-through generation, which is no easy feat.

From a marketing perspective, I absolutely loved the Extra Gum commercial and what it accomplished. The video came across more as a romantic short film with obvious product placement instead of just a typical commercial. Extra had me bought into the story, not the gum, and because of that, I choose to buy Extra Gum rather than their competitors. They got me hooked through the sweet story of Sarah and Juan, but I stayed loyal for the quality of their gum.