07 May 2008


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New look for Wrigley's Extra chewing gum

Wrigley

Extra

confectionery

sugar mints and gum

Source : The Wrigley Company
The Wrigley Company is delighted to announce a major re-design across its entire Extra range.

Extra range

The fresh new design will give the UK’s number 1 chewing gum brand an injection of coolness and modernity through a bolder more impactful logo and entire packaging refresh.

The modern new look will retain aspects of the existing design that consumers have come to love but will have even greater stand out on shelf.

The new packaging will be found across the entire Extra range and will be available to retailers from the end of April onwards.

Toby Baker, Marketing Director at Wrigley, comments: “The Extra brand is currently worth over £184.7m in annual sales which makes it bigger than many household names. In fact it is one of the top 20 grocery brands in the UK.

“Our research shows that consumers use Extra as a signpost for the chewing gum display in-store so the stand-out of the packaging is absolutely vital.

“We’re confident that the eye-catching new design will be well received by Extra consumers so we encourage retailers to stock up in anticipation of increased demand.”

Extra TV Support

To support the rebrand of the UK’s biggest chewing gum brand, a new TV ad campaign entitled, ‘Get Extra Close’ will run from early May for 7 weeks, emphasising the freshening benefits chewing Extra can bring.

The advertising campaign sees a group of people gathering at a large warehouse for an ‘Extra Event’. Gradually the warehouse becomes more crowded and people are shown getting closer and closer together.

The advert communicates that with fresh breath you can make the most of any social encounter. The advertising campaign is also supported by a range of activity across the Extra range, including the brand’s sponsorship of TV soap Hollyoaks.

Commenting on the new campaign, Toby Baker, Marketing Director at Wrigley said: “We are thrilled to have a campaign that not only has the scale and potency you would expect from one of the UK’s most successful confectionery brands but which also has the flexibility to work across the whole Extra portfolio.

“We are extremely confident that this new advertising campaign will excite consumers and compliments the re-brand that the Extra range has undergone.”

Latest Extra NPD

Extra is regularly chewed by over 12.2m people in the UK, with 76% of this number only ever buying the Extra brand.

The latest additions to the Extra range are Extra Polar Ice and Extra Arctic Ice, which offer consumers ultimate mouth freshening by neutralising strong food odours and giving long lasting freshness even after chewing has finished.

The new design is set to give the new variants greater on shelf appeal adding incremental sales to the category.

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