On air from tomorrow, the ad, created by agency Bray Leino, is aimed at the late teen audience and introduces the audience to the Dry Spell Institute -- a fictional establishment dedicated to researching treatments for people experiencing "dry spells".
A breakthrough by the residential professor shows how the power of fresh breath can help people connect with each other and "Get a Little Closer".
The launch of this new product is supported by an integrated marketing campaign that includes TV, viral, sampling and the launch of a dedicated website for the Dry Spell Institute.
Alexandra MacHutchon, communications manager at Wrigley's, said: "We are extremely excited and confident that the new Extra Ice With a Liquid Burst ad will appeal to consumers and compliment the already successful Dry Spell Institute."
Wrigley currently sponsors Channel 4's teen soap Hollyoaks. It also recently inked a deal with the FA to become the official chewing gum of the Barclay's Premiership. The partnership will last until the end of the 2009/10 football season and it is thought Wrigley's will use its "Get a Little Closer" slogan in the campaign.
Wrigley is the world's biggest selling chewing gum brand with Extra having around 13m customers in the UK. The newest variant, is sold in packs of 10 and comes in spearmint and peppermint flavour.
The brand has recently been challenged in the chewing gum market by the launch of Cadbury Trident soft gum. However, its launch campaign has been marred by calls of perceived racism in the TV ads and the use of the name Trident which co-exists with the Police's Trident Operation that tackles gun crime among young black Londoners.