Magazine article Marketing

Wrigley Puts Pounds 5m into First 'Non-Gum'

Magazine article Marketing

Wrigley Puts Pounds 5m into First 'Non-Gum'

Article excerpt

Wrigley, the world's biggest chewing and bubble gum maker, is to break with tradition after 111 years with the pounds 5m launch of its first non-gum sweet into the UK and Irish markets.

Wrigley's Extra Thin Ice is a pack of 24 micro-thin, inch-long translucent strips of peppermint-flavoured candy. They dissolve instantly on the tongue and claim to deliver an immediate, breath-freshening hit. The product will go on sale in Ireland this week and in the UK on January 7, priced at 75p. It will sit in bespoke sales units alongside existing counter gum trays in convenience stores.

Thin Ice will benefit from a pounds 10m marketing package for the Extra brand this year, including pounds 5m dedicated to the launch of Thin Ice. A TV campaign created by Bray Leino will break in both the UK and Ireland early next year, supported by press ads and sampling.

Wrigley currently makes pounds 645m annually in European gum sales. Since its launch in 1991, Wrigley's Extra has grown into a pounds 141m brand. …

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