Mars Wrigley has launched a new on-pack campaign for Extra chewing gum.
‘Find Your Other Half’ sees core flavour singles, bottles and multipacks of Extra prominently featuring a capital letters. Consumers are encouraged to first find their own initial, then pair a pack with partners, friends or family.
The campaign runs across Extra Peppermint, Spearmint, and Bubblemint in singles, bottles and multipacks with a representative split of initials across outer stock.
It is supported with outdoor media and digital activity. A range of specially designed instore point of sale has been developed to ensure that retailers can quickly and simply decant single packs out of boxed outers to allow shoppers to easily find their own initial – or someone else’s.
Created in partnership with a group of core Generation Z consumers, the campaign is based on research that suggests personalisation and the opportunity to share something with someone special both drive purchase intent with shoppers.
Sasha Storey, Senior Brand Manager for Extra Gum, said: “Extra’s ‘Find Your Other Half’ is built on a simple universal understanding that connections to others help make life better, with this campaign Mars Wrigley aims to deliver both surprise and excitement in-store for shoppers as well as maximum business benefit to retailers.”