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Mars Wrigley’s Extra Helps Melburnians Get Their Ding Back with Very Own Dating Line

Thinkerbell's dating line covers the cost to encourage Melburnians to fast track their plans out of lockdown

Mars Wrigley’s Extra Helps Melburnians Get Their Ding Back with Very Own Dating Line

As another Victorian lockdown bites the dust, residents across the state prepare to get back to life as it should be: wining, dining and celebrating all the joys of being together. 

So, to help inspire the state to get behind small businesses once again, gum brand Extra has set up a Melbourne Dating Line to help encourage Melburnians to fast track their plans back into bars, pubs and restaurants.

The initiative from Thinkerbell - asks Melburnians to text 0488 345 345 with their name, their email and the venue they can’t wait to visit again. And Extra will take care of the bill, into the thousands*.

Tom Wenborn, executive creative director, Thinkerbell explains: “With every Melbourne lockdown comes another kick in the guts to the hospitality industry and another unwanted pause for the city’s dating population. Thankfully Extra has been quick to react and help drag Melbournians off the couch and straight back into bars and restaurants where they belong. This has been a great project to collaborate with at speed via Zoom, but we’re really looking forward to enjoying it in person…we hope. We love the Celine Dion film, and the Melbourne Dating Line feels like a good extension for this market”.

Melbourne Dating Line launches in line with Extra’s newest TV campaign, which made its Australian debut last night - specifically in Melbourne.

Michelle Gazzola, portfolio director, Gum & Mints, Mars Wrigley Australia says: “While we’re all feeling the pain of the prolonged global pandemic, it’s important to celebrate the small wins. Our film - For When It’s Time - celebrates the small wins in a big way. And while we don’t expect Melburnians to horde out on the streets in the thousands and kiss, we do hope they can get their Ding Back and support small businesses while they do.”

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Client: Mars Wrigley - Extra

Agency: Thinkerbell

Media: MediaCom

Category: Confectionery , Food

Genre: Comedy , Storytelling