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Wrigley's bid to boost in-car gum consumption
Published:  25 August, 2016

Wrigley is unlocking new consumption occasions and huge category growth potential across its Extra and Airwaves' portfolios with the launch of an innovative in-car gum holder.

After identifying in-car consumption as a clear growth opportunity, Wrigley has developed the holder, which is tailored to conveniently keep bottles of Extra and Airwaves to hand, and front of mind, allowing drivers and their passengers to arrive at their destination feeling fresh.

Gum is the second most consumed product in car, after drinks, however many drivers do not consume it while driving if it's not within easy reach. Free to consumers with every gum bottle purchased from now until mid-September at participating stores, Wrigley's handy in-car gum holder provides the perfect solution, making it more accessible than ever before.

Wrigley's bottle is the only SKU to have driven total category growth volume in the past three years (Nielsen data).

The activity is expected to deliver a 7.5% uplift in Extra and Airwaves sales during the activation period. The launch is supported by a national media campaign.

Meanwhile, Wrigley brand owner Mars is adding bottle formats to its chocolate range.

Peanut and Chocolate M&Ms in resealable and refillable bottles will hit stores from August 17, with rrps of £1.50.

There are eight different bottle lids for consumers to collect. And, for retailers, there are clip strips and floor standing units to hold the new bottles in-store.

Mars 01844 262517 www.mars.com

Wrigley 01752 752094 www.wrigley.com