Wrigley's Extra Gum has made a voice assistant to raise people's confidence

Wrigley's Extra Gum has created a voice-assistant-based conversation tool to give people the confidence to have difficult conversations.

Based on the insight that young people have become more accustomed to text-based conversations, the brand built the tool to help people answer harder questions in person.

The idea behind the campaign is to bring to life its 'time to shine' positioning, which focuses on confidence.

According to Wrigley, it chose the conversations within the tool on commonly searched for topics, like asking for a raise, asking someone on a date, breaking up with someone, negotiating a bargain and asking a flatmate to move out.

Created by Colenso BBDO and called Extra Pep Talks, the voice-led AI learns every time a person responds and helps build its conversation skills. The agency claims that this can create infinite conversations between human and robot.

“Extra Pep Talks is a technology first for mobile browser-based voice assistants,” said Tatyana Dickson, the senior brand manager for Wrigley Confectionery.”

“We’ve worked with Colenso to create bespoke experiences which challenged users to talk their way out of some pretty awkward situations. The overall experience builds confidence in conversation and will increase brand awareness with our under 35-year-old audience.”

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