Extra gum has been around since the 1970s, providing customers with long-lasting flavor in an easy to carry and store package. The signature rectangular packs and foil wrapping make Extra gum instantly recognizable. Over the decades, Extra has released gum in a variety of flavors and colors. One memorable offering was the dark pink Extra gum that appeared on store shelves in the late 1990s. Consumers who enjoyed this eye-catching gum may be wondering, what exactly was the flavor of the dark pink Extra gum?
A Brief History of Extra Gum
Extra gum was introduced in the 1970s by the Hershey Company, which had acquired the Adams Clove Gum Company and its popular Clorets cinnamon gum brand in 1962. The initial varieties of Extra gum were peppermint and spearmint, featuring the long-lasting flavor technology that helped Extra gum stand out from competitors.
In 1987, Hershey partnered with Nestle and formed the Nestle-Hershey joint venture Trident White & Mackintosh. Under this venture, Extra gum was managed by Nestle. New flavors like cinnamon, fruit, and bubble gum varieties joined the original peppermint and spearmint over the years.
The late 1990s saw the release of neon colored gums, including the dark pink Extra gum that quickly gained attention on store shelves. While gum had previously been sold in standard colors like white, silver, blue, and red, the neon shades of Extra gum made the product pop.
The Dark Pink Color
The dark pink color of this particular Extra gum set it apart. Most gum brands like Trident and Orbit had started offering bright neon colors, but the deep pinkish hue of this Extra gum was unique.
Consumers commented that the dark pink color almost resembled a wad of bubblegum. However, this Extra gum came in the signature rectangular sticks of 16 pieces wrapped in foil.
While most Extra gum packs were silver or occasionally blue, this dark pink offering featured packaging the same color as the gum inside. The eye-catching dark pink color made the gum stand out in stores.
Late 1990s Release
The exact release date of the dark pink Extra gum is difficult to pin down. However, advertisements and product reviews indicate it likely appeared on shelves sometime between 1997-1999.
A television commercial from 1997 features the popular “Extra-Extra” jingle and showcases the dark pink gum alongside silver Original, neon blue “Cool Mint,” and neon green “Sour Apple.” An article from 1998 describes new Extra varieties including the “mystery flavor” dark pink gum.
Based on these contemporaneous accounts, it’s reasonable to conclude that the dark pink Extra gum first became available to consumers in the late 1990s. The gum seems to have been sold for a few years before being apparently discontinued in the early 2000s.
Mystery Flavor
One of the most intriguing aspects of the dark pink Extra gum was that the specific flavor was not indicated on the packaging. Print ads from the late ’90s refer to it as “Mystery Flavor.” Commercials also hyped the flavor as a tantalizing unknown, daring viewers to “try the flavor that’s got everyone guessing.”
This marketing approach heightened interest in the unusual color gum. Consumers were left wondering what the flavor could be, motivating them to purchase a pack out of curiosity.
While “Mystery Flavor” was part of the appeal, most accounts indicate that the dark pink gum did have a distinct taste profile. The flavor was not a complete enigma to those who tried it.
Flavor Speculation
In the absence of an official stated flavor, Extra gum fans could only speculate as to what the dark pink gum tasted like.
Bubblegum or cotton candy were common guesses based on the unique color. The darkness of the hue had some thinking it was a berry or fruit-flavored gum. Grape and strawberry were both popular flavor ideas.
There was wide agreement that the flavor was on the sweeter side rather than minty or sour. Words used to describe the taste included “candylike,” “sugary,” and “almost artificial.”
Without confirmation from the manufacturer, the exact flavor profile remains a mystery. The color and flavor cues suggest it was something resembling bubblegum or a soft berry/fruit flavor.
Limited Availability
Part of the appeal of the dark pink Extra gum was its limited availability and distribution. It did not seem to be stocked in all stores or for very long.
The gum likely debuted sometime in 1997-1998 before being discontinued by the early 2000s. Compared to Extra’s core peppermint and spearmint flavors, production of the dark pink gum appears to have been relatively short-lived.
During its brief time on shelves, the gum was often spotted at gas stations, convenience stores, and grocery outlets. Availability was inconsistent, however, which added to the mystique.
Finding a pack of the dark pink gum felt like getting your hands on a unique, elusive item. This fleeting distribution enhanced its memorable impression for 1990s gum chewers.
Table of Release Timeline
| Year | Event |
|---|---|
| 1997 | First television advertisements featuring the dark pink Extra gum |
| 1998 | Earliest known magazine review of “mystery flavor” dark pink Extra |
| Early 2000s | Dark pink Extra gum discontinued |
Advertising Campaign
The dark pink Extra gum was backed by a memorable advertising campaign capitalizing on the mystery flavor concept.
Print ads from 1997 and 1998 posed the question “What is it?” above a pack of the conspicuous dark pink gum. Commercials also drove home the idea that the flavor was unknown and challenging viewers to identify it.
Taglines included “Chew on this!” and “Get your senses going!” The spots featured bubbly teenage girls popping the gum and reacting with delight at the taste.
By not naming the flavor in ads, Extra built anticipation and engagement around the product. The campaign extended the mystery flavor idea beyond the stores into viewers’ living rooms.
Pop Culture References
As a product of the late 1990s, the dark pink Extra gum made its way into pop culture references of the era.
In the 1999 romantic comedy “Never Been Kissed,” a pack of the distinctive dark pink gum appears in a scene. Actor David Arquette’s character is clearly shown pulling out and fidgeting with a pack of the gum during a high school bleacher scene.
On the television show “Sabrina the Teenage Witch,” character Valerie Birkhead is shown chewing the dark pink gum in the Season 4 episode “Jealousy.”
These media cameos demonstrate how the gum had permeated pop culture in its heyday. The cool, edgy appearance of the product lent itself to being featured in TV shows and movies with young characters.
Status as Collectible
Though it has been off store shelves for 20+ years now, sealed packs of the dark pink gum have become collectible nostalgic items.
The gum’s short production window and mysterious flavor profile make it interesting to those collectors looking to own unique food history items.
Unopened individual packs or full boxes can be found for sale on eBay and other online auction sites. Prices range from $10 for a single vintage pack up to $100 or more for an entire box.
Of course, the intact gum inside is likely long expired. But for some, owning the iconic packaging is what matters.
Table of Collectible Pack Price Range
| Item | Average Price |
|---|---|
| Single Pack | $10 – $20 |
| Full Box (16 packs) | $50 – $125 |
Legacy and Influence
Though it was only on the market briefly, the dark pink Extra gum left an outsized impression thanks to its mysterious flavor and unique color.
It emerged at just the right cultural moment when neon colors and teen marketing were dominant. The gum’s limited availability only increased demand.
Brands took inspiration from its success, emulating Extra’s mystery flavor tactics with late 1990s products like Jelly Bellies “Bertie Bott’s Beans” and Jones Soda flavors like “Blue Bubblegum.”
The dark pink Extra gum forever shaped the brand’s image as well, displaying Extra’s willingness to take risks and explore innovative flavors. When most people picture Extra gum, they imagine the neon colors that first appeared with releases like the dark pink mystery flavor.
So while it may be long gone, the Dark Pink gum still represents an important chapter in the decades-long Extra gum journey.
Conclusion
The dark pink Extra gum that intrigued consumers in the late 1990s combined color, flavor, and marketing to create an iconic chewing gum experience. With its limited run and mystery taste profile, the product became a memorable staple of ’90s culture.
Speculation on the exact flavor may continue, as the gum remains shrouded in some mystery two decades later. But the evidence suggests it had a sweet, candylike, potentially berry or bubblegum taste.
Though Extra has rolled out many flavors over the years, the dark pink gum stands out as one of the brand’s most unique offerings. From its appearances in pop culture to its collectibility today, the gum had an undeniable impact.
While we may never know the complete story behind it, the dark pink Extra gum and its marketing ingenuity left a lasting impression on the chewing gum world. For millennials, it remains a nostalgic symbol of the 1990s and serves as an early example of mystery flavor marketing. The dark pink Extra gum showed that with the right blend of color, curiosity, and taste, a simple stick of gum could become a memorable phenomenon.
