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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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
total a

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