Gen Z already turns to music as a coping mechanism, sad songs, heartbreak playlists, and everything in between. At the same time, chewing gum is a proven way to physically release anxiety. Chew in Rhythm combines the two, giving teens a new tool to manage their emotions in a way that feels natural and accessible.

Built as a continuation of Extra’s “Quiet Your MindMouth” campaign, Chew in Rhythm brings the act of chewing gum into Spotify listening experiences. By syncing gum chewing with the tempo of a song, listeners can regulate emotions and find release in a daily ritual they already love: streaming music.

The campaign is designed specifically for Gen Z, who are open about mental health but often lack simple, stigma-free coping tools. Through digital activations, playlists, and in-app experiences, Chew in Rhythm reframes gum as more than just a product; it becomes an everyday wellness practice.