Wrigley's making an Extra effort

16 May, 2008

Wrigley's £184 million Extra brand has been given a makeover to boost its impact on shelf.

Toby Baker, marketing director, said: "Our research shows consumers use Extra as a signpost for the chewing gum display in-store, so the stand-out of the packaging is absolutely vital."

A new TV ad campaign, Get Extra Close, sees a group of people gathering at a large warehouse for an Extra Event. Gradually the warehouse becomes more crowded and people are shown getting closer and closer together. The ad "communicates that with fresh breath you can make the most of any social encounter".

The campaign is supported by other activity including the brand's sponsorship of TV soap Hollyoaks.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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