PAPER TALK

TIME TO REFRESH WITH EXTRA
Talking Retail, 9 March 2010

The Wrigley Company has launched its £10m 2010 campaign for Extra®, the number one chewing gum brand in the UK. Wrigley is responding to consumer demand for longer lasting product flavour with an upgrade of its key lines.

The flavour upgrade will be supported with a heavyweight campaign that includes the distribution of 9 million samples by Tabletalk Media over an 8 week period. Wrigley will also be targeting consumers during key consumption occasions where breath freshening is at its most relevant. The 'Re-fresh with Extra®' message will be advertised on over 600,000 takeaway curry lids and almost four million coffee cups, reinforcing the freshening messaging of the Extra® brand, ensuring that it is linked to relevant occasions.

Toby Baker, Wrigley Marketing Director, comments: "We are confident our biggest ever TV advertising campaign, extensive sampling, in-store communications and flavour upgrade will not only build the Extra® brand but fuel growth in the category".