Wrigley is adding to its Extra range with the launch of an exclusive format for the convenience channel.
Designed to help retailers drive gum sales and improve customer margins, Wrigley is aiming to grow the gum category with the launch of a £2 RRP price-marked 46 pellet bottle across its best-selling core flavours, Peppermint and Spearmint.
The launch of the new PMP should help improve rate of sale, as purchase intent in the gum category has been shown to significantly decline when priced above £2.
Designed to attract attention to both price and brand, the bottle has been created in line with Extra’s Peppermint and Spearmint branding, and features a clear £2 RRP yellow flash to increase awareness. The price flash is also visible on the lid of the bottle to help retailers cater to all merchandising possibilities, and in turn successfully maximise gum sales.
Julio Guijarro, Wrigley Marketing Director for GB and Ireland, commented: “The £2 price point is a key sales driver for the convenience channel, as it provides consumers with the assurance that their purchase is good value. With this in mind, we’ve launched a PMP Extra Bottle for our core flavours to appeal to consumers looking for value for money from a trusted brand.”
The launch will be supported with dedicated POS material and secondary displays for both retailers and in depot, while the Extra White Bottle TV campaign will air throughout April.
