EXTRA® gum has introduced a new anthem called "Hotshot (Extra Time)" that captures the intensity of soccer’s extra‑time periods. The track was created in partnership with musician Izzy Escobar and is part of the brand’s "Chew Into It" initiative, which highlights moments when fans are fully absorbed in a game.
A Soundtrack for the Moment
According to Escobar, the song was written to convey the feeling of being completely present when the stakes are highest, a sensation he describes as the purest form of engagement. "I wanted to capture that moment when everything else fades away and the game takes over," he said.
The campaign invites supporters to turn up the volume, grab a pack of EXTRA gum, and stay tuned for a social‑media sweepstakes. Participants stand a chance to win a cash prize of $120,000 and a year’s supply of the product, encouraging them to experience every second of extra time without distraction.
Maria Urista, vice president of marketing at Mars Snacking North America, emphasized how rare it is for brands to secure a moment that commands such focused attention. "These are the moments that people truly want to be a part of," she noted, underscoring the strategic alignment between the anthem and the brand’s values.
The anthem is now streaming across major digital platforms, and fans can join the conversation online using the hashtag #HotshotExtraTime. By blending music, sport and a rewarding contest, EXTRA® gum aims to deepen fan involvement and celebrate the shared excitement of the beautiful game.