Wrigley is giving away an innovative new in-car gum holder with bottles of its Extra and Airwaves chewing gum brands.
After identifying in-car consumption as a clear growth opportunity, Wrigley developed the holder which is tailored to conveniently keep bottles of Extra and Airwaves to hand and front of mind.
Gum is the second most consumed product in car, after drinks. However, many drivers do not consume gum whilst driving if it’s not in easy reach. Free to consumers with every gum bottle purchased from July to mid-September at participating stores, Wrigley’s in-car gum holder provides a solution, putting an end to glove compartment rummages.
As the fastest growing and most dynamic format in the UK gum category, Wrigley’s bottle is expected to deliver a 7.5% uplift of Extra and Airwaves sales during the activation period. The free gum holder suits the bottle format, and, by presenting shoppers with a new occasion, is expected to drive penetration as well as boost rate of sale, as gum chewing becomes habitual and shoppers look to replenish their holder.
Wrigley’s ambition is to provide a bottle in every car in the next three years – equivalent to 32 million bottles.
The launch is being supported with a high profile national media campaign aimed at maximising reach and accelerating awareness during the promotional period. As well as a dedicated 20 second radio ad, which will run for four weeks from July 17th to August 13th 2016, and TV advertising during the same time period, retailers will also be supported with a variety of in-store POS materials.
Julio Guijarro, Marketing Director for Wrigley UK, said: “Consumers are increasingly looking for gum formats which suit all of their consumption missions, whether it’s freshening breath on-the-go, improving oral hygiene, or keeping teeth clean. This exciting new promotion will tap into consumer demand for a convenient way to keep gum to hand in the car – opening up massive growth opportunities for the gum category and our retail partners. The free in-car gum holder promotion demonstrates our continued commitment to offer retail partners compelling promotions which boost traffic and drive sales for the gum category”.
Wrigley’s in-car gum holder will be free with every gum bottle purchased from June 30th to mid-September at participating stores. Formats in the offer include; Extra Peppermint, Extra Spearmint, Extra White and Extra White Bubblemint, Extra Ice Peppermint and Airwaves Menthol & Eucalyptus Bottles.
Wrigley is a subsidiary of confectionery and food giant Mars. Wrigley makes a wide range of gum, mints and hard and chewy sweets. Its brands include Skittles, Extra, Starburst and Airwaves which are sold in over 180 countries across the globe.
