Following the latest research from Extra, which revealed that consumers in their teens and early twenties are the demographic most likely to follow ‘unsatisfactory’ oral care routines, Extra is partnering with Made in Chelsea star Binky Felstead for National Smile Month (20 May-20 June) in an effort to boost its oral healthcare education efforts amongst this younger demographic.
Louisa Rowntree, Wrigley Oral healthcare programme manager in the UK explains: 'Our research shows that, even though the oral care benefits of sugarfree gum are what drive the majority of chewers, some of the younger generation are still uninformed about the importance of oral care.
'This is why we are launching our nationwide Superstar Smile campaign throughout National Smile Month, which we support as Platinum sponsors, to not only drive the importance of oral care, but to remind younger chewers that chewing Extra sugarfree gum is a convenient way to keep their teeth clean and healthy, after eating and drinking.'
On a consumer level, the ‘Superstar Smile’ campaign is set to challenge the nation to share their Superstar Smiles, with a Facebook competition and nationwide sampling of the brand new sugarfree variant – Extra White Bubblemint – at shopping centre’s throughout National Smile Month.
The campaign aims to encourage people to take a look at their daily oral care habits, knowing that taking care of your teeth means a healthier mouth, which brings a happier smile, helping to unleash the superstar in us all.
The benefits of chewing sugarfree gum are well documented* and it is a clinically proven way to look after oral health while ‘on the go’. The science behind chewing is simple – chewing sugarfree gum after eating and drinking stimulates the flow of saliva which washes away food debris, helps neutralise damaging plaque acids and remineralise tooth enamel*.
For more information about how the Wrigley Oral Healthcare Programme aims to educate the nation on oral healthcare, as well as all the up to date research on saliva for professionals, visit www.wrigleyoralhealthcare.co.uk.
*Szóke J, Proskin HM, Banoczy J. Effect of after-meal sugarfree gum chewing on clinical caries. J Dent Res. 2001; 80(8): 1725-729.