Wrigley launches 'edgy' gum

24 April, 2009

Wrigley

is shaking up the chewing gum category with the launch of a premium brand called Wrigley's 5.

It will be available from June in three flavours - Cobalt Cooling Peppermint , Electro Tingling Spearmint

and Pulse Crisp Tropical. In North America, 5 is the second best selling chewing gum behind Wrigley's flagship brand Extra, according to the company.

"The range has been designed to appeal to high -energy social consumers who look for cool, edgy products to match their stylish lifestyle," a spokesman said.

It will be available in two pack sizes - a single pack containing 12 individually wrapped sticks (rrp 97p) and a twin -pack (rrp £1.79).

Wrigley's will back the launch with TV, cinema and outdoor ads, online activity, consumer PR, nationwide sampling, in-store promotions and POS.

Marketing director Toby Baker said:

"5 is a unique brand proposition which will capitalise on the consumer demand for premium confectionery products and new taste sensations."

He added that the launch demonstrates Wrigley's commitment to "innovating and growing the category" in tough market conditions.




Bookmark this


Site Search

COMMENT

Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter