Wrigley has unveiled a new taste and revamped packaging design for its gum brand Extra. The product re-formulations and fresh visual identity aim to inspire and excite consumers and drive home the brand’s oral care credentials.
The move forms part of Extra’s ongoing campaign to encourage consumers to ‘Eat, Drink, Chew’ as part of their daily dental routine. Other products in the portfolio, including Extra Peppermint, Extra Spearmint and Extra Cool Breeze, have been reformulated to provide consumers with the ‘best taste ever’, alongside the important dental health benefits that come with chewing sugarfree gum after eating and drinking.
Complementing the reformulations is the introduction of a new pack design, rolling out across the entire Extra range. The gum category is one of the most impulsive in retail and the new visual identity aims to help the brand stand out in store, ease shopper navigation and provide a huge opportunity for retailers to drive incremental sales.
Julio Guijarro, Wrigley UK & Ireland Marketing Director, commented, “Chewing Extra is a great way to help keep teeth clean and healthy after eating and drinking, and by enhancing the product we can tap into the many eating and drinking occasions that are not yet followed by chewing sugarfree gum.”
The launch will be communicated to consumers in May and June as part of National Smile Month, the UK’s largest and longest running oral health campaign, of which Wrigley is a platinum sponsor for the third year running.
