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To give fans an extra boost of confidence when they need it most, Extra gum launched Extra Pep Talks, a conversation simulator that prepares people for difficult discussions.

On Extra’s microsite, fans can pick from one of twelve hard-to-have chats, like how to quit their job, tell someone they love them or ask a roommate to move out. Using voice chat, they can practice that conversation with an AI bot and get tips for tackling the topic, helping them feel confident and ready for the real deal.

Through this execution, Extra found an innovative, practical way to connect their audience with their new positioning, “Time to Shine.” By tapping into trends of voice-led tech, they’re able to leverage consumer trends to better connect with a coveted, tech-savvy younger target market.