The brand identity of Extra gum varies considerably in different markets, often having completely different flavours, logos and slogans for each country. Extra is currently the sponsor of the Mexican national football team.
In 2011, Extra Oral Healthcare Program partnered with the Chinese Ministry of Health to launch a three-year community oral care education pilot program, which establishes community dental clinics, trains local dentists and establishes oral care records for 7,000 families across 14 communities. The results of the program will inform the Ministry of Health’s future oral care policy.In the second project year, the team decided to build an application for oral health teaching among families, especially for some undeveloped cities. It finally came to an app called Ai Ya Qing Song Xue(爱牙轻松学) in Chinese Version. FabriQate team in Guangzhou helped develop the app.