A Soundtrack for the Game's Most Intense Moments
EXTRA® gum has introduced a fresh anthem called “Hotshot (Extra Time)” that is designed to help soccer fans stay fully present during the sport’s highest‑stakes sequences. The track was co‑created with emerging singer‑songwriter Izzy Escobar, whose lyrics aim to reflect the feeling of being completely absorbed in a moment.
Maria Urista, Vice President of Marketing at Mars Snacking North America, highlighted how rare it is for brands to command a fan’s undivided attention, noting that the anthem offers a unique opportunity to align the brand with those fleeting, unforgettable instances on the pitch.
The campaign is anchored by the “Chew Into It” platform, which encourages supporters to turn up the volume, grab a pack of EXTRA gum, and fully experience pivotal moments in soccer. As part of the initiative, fans can participate in a sweepstakes for a chance to win $120,000 and a year’s supply of EXTRA gum by interacting with the anthem across social channels.
Winning Beyond the Final Whistle
“Hotshot (Extra Time)” is now streaming on major digital platforms, making it easy for supporters to add the track to their game‑day playlists. The collaboration underscores EXTRA’s broader strategy of blending entertainment with its snacking portfolio, a move that reflects the $65 billion+ portfolio of Mars, Incorporated, the family‑owned company behind the brand.
Beyond the music, the partnership includes a social‑media‑driven contest that rewards engagement with cash prizes and product giveaways, reinforcing the brand’s commitment to celebrating the moments that define the sport. By linking the anthem to both the emotional highs of extra time and tangible rewards, EXTRA seeks to deepen its connection with a global fan base.