Minty fresh breath is exactly what you need to feel confident when out and about, especially on a date. But, as Extra found out, it's not something people think or care about when the world goes into lockdown. Extra's long standing association with 'confidence in dating' for 16-24s was suddenly redundant. Gum wasn't relevant and the whole category was tanking. We would need to entirely rethink established category usage occasions to regain salience, find relevance and generate sales. But our deep-dive discovered something strange. After the initial shock of lockdown - and people forgetting to even wash and clean their teeth - there was a turnaround. Our research found that smelling good and having fresh breath gave them added confidence. Using this truth, we drove sales by 600%.