Wrigley aims to drive £12m from new small bottle format

Wrigley has announced it is to launch its first ever small bottle format. Designed to drive chewing frequency and volume, the move is set to bring an additional £12m in retail sales value (RSV) to the gum category this year.

Forming a major part of Wrigley’s 2013 £20m total gum marketing spend, the launch of the new 46 pellet bottle is one of the biggest investments the gum category will see this year. As well as driving incremental volume growth, the launch will also improve shopper value with an rrp of £1.99 for 46 pellets.

Perfectly sized for the desk and ideal for the car, the 46 pellet bottle format will be launched across all channels in three top-selling variants – Airwaves Menthol & Eucalyptus, Extra Ice Peppermint and new Extra White, formally Extra Ice White.

Hamish Thomson, Wrigley Managing Director, commented: “There is enormous potential for growth in the UK gum category and the new 46 pellet bottle will help us tap into this. Providing better value for shoppers, the handy format lends itself perfectly to occasions such as work and travel meaning that consumers can ‘Eat, Drink, Chew’ more often. Gum is one of the most impulsive categories and research indicates that the bottle format will drive chewing frequency and volume. In Germany, for example, 46 pellet bottles represent 30% of the country’s total gum category value Nielsen to w/e 04.11.12. And a recent study from China demonstrated that consumers who buy bottle chew twice as much every week, compared to those who buy 10 pellet packs.”

The launch will be supported by a fully integrated through-the-line marketing drive and play a prominent role in Wrigley’s ongoing ‘Eat, Drink, Chew’ campaign. This will comprise TV advertising from March, mass sampling, targeted digital and social media engagement, as well eye-catching in store activation.

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