Ad breathes fresh life into gum

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.”