Wrigley Airwaves chewing gum in new TV adverts

On air from early March for four weeks, the energetic ad features people in various situations psyching themselves up in readiness for a revitalising ‘kick’ from Wrigley’s Airwaves.

The build-up culminates in a dramatic end sequence inviting consumers to ‘experience the kick’ for themselves.

The new ad campaign is part of a wider multimedia marketing programme to maintain Airwaves’ product positioning. Alongside on-pack opportunities and the TV advertising, the Wrigley Company will continue with their successful sponsorship of the Airwaves Ducati British Superbike Team.

The sugar free chewing gum range was recently improved with a longer-lasting flavour and vibrant new packaging to maintain its position as the second fastest selling chewing gum brand in the UK, currently worth £33.7m.

The Airwaves range includes Airwaves Menthol & Eucalyptus, Airwaves Cherry Menthol, Airwaves Black Mint – all of which provide consumers with an “invigorating kick” that mentally refreshes and stimulates.

Alex MacHutchon, Communications Manager at Wrigley, comments, “The Kick Up A Gear campaign will continue to showcase Airwaves’ unique offering to the consumer, demonstrating the invigorating experience that chewing Airwaves can bring.

“Combining dynamism and engagement, the campaign aims to further strengthen the overall Airwaves brand popularity with consumers, which will in turn support retailers’ sales. Our advice to retailers would be to keep fully stocked to take advantage of the profit potential.”