Wrigley has launched a new Facebook campaign, promoting its dashboard gum holder.
An extension of the brand’s Time to Shine advert, the new campaign is titled ‘Arrive Ready (for your time to shine)’. It features a series of short films, each portraying an everyday car journey, which ends with an unexpected twist. A nervous young police officer knocking a door raises a smile. The ads hinge on the notion that people want to be at their best when they arrive at their destination. The campaign is expected to reach almost nine million consumers.
The gum holder is available free of charge with selected purchased gum bottles. The formats on offer include Extra Peppermint, Extra Spearmint (60pc), Extra White, Extra White Bubblemint, Extra Ice Peppermint and Extra Coolbreeze (46pc), Airwaves Menthol & Eucalyptus (46pc) Bottles and New Extra Mints (70 pc).
Alyona Fedorchenko, Gum, Mints & Fruity Confections Marketing Director, at Mars Chocolate and Wrigley UK commented, “We work hard to unlock new consumption occasions for consumers, and our in-car gum holder has already helped millions of drivers to Arrive Ready at their destination.
“With the growth in consumers’ interest in health and wellbeing, Wrigley’s bottle formats are a great freshening and sugarfree option for those who graze frequently, and have grown 21% in the last 12 months. The launch of our latest media campaign will help retailers maximise reach and accelerate sales during the promotional period.”
