Ad breathes fresh life into gum

19 March, 2010

Wrigley’s is spending £10 million on Extra in 2010 in a bid to “refresh the gum category”.

Initiatives will include the biggest-ever TV campaign for the brand – Food Creatures – which is set to run for 24 weeks, plus extensive sampling and a new, longer-lasting flavour.

Peppermint, Spearmint, and Cool Breeze will have the flavour upgrade, to be communicated via a bright-yellow flash on packs with the strapline Now Longer Lasting, along with POS support and sampling to 17 million consumers.

Advertising will target consumers at times when breath-freshening is considered most important, with the Refresh With Extra message featured on more than 600,000 takeaway curry lids and almost 4 million coffee cups.

“For 2010, the marketing activity will simply reflect what the Extra brand does best – and that is freshen breath and appeal to consumers of all ages,” said Wrigley’s marketing director Toby Baker.

“Three-quarters of gum usage is connected to breath-freshening after eating and drinking, and this is exactly what we intend to focus on.”




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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