What Extra Asked For

Reposition Extra to teens ages 14-17 as an empowering, accessible tool for their emotional wellness.

The Unexpected Problem We Identified

Nearly 3 in 10 people engage in what's known as stimming— repetitive actions that regulate emotions. Chewing stims are among some of the most common. Unfortunately, they are also the most self-harming and shameful.

The Work It Led To

Chewelry by Extra: a fashionable line of silicone-based chewable jewelry embedded with Extra gum, designed specifically for teens to give them something better to chew on.