Wrigley is hoping to increase in-car consumption of Extra and Airwaves with the launch of an in-car gum holder.

Designed to keep bottles of Extra and Airwaves to hand, and front of mind, the holder is free with every bottle of gum purchased between now and mid-September.

The launch will be supported by a media campaign, including a 20 second radio ad, which will run from 17 July to 13 August 2016, and TV advertising during the same time period. Retailers will also be supported with a variety of in-store POS materials.

Gum is the second most consumed product in car, after drinks, however many drivers do not consume gum whilst driving if it’s not in easy reach, claims Wrigley.

Wrigley’s bottle is the only SKU to have driven total category growth volume in the last three years. Expected to deliver a 7.5% uplift of Extra and Airwaves sales during the activation period, the gum holder will provide consumers with a hassle free solution for storing gum in-car, says Wrigley. By presenting shoppers with a new occasion, the free gum holder will aim to drive penetration, as well as boost rate of sale, as gum chewing becomes habitual and shoppers look to replenish their holder, claims the firm. Wrigley’s ambition is to provide a bottle in every car in the next three years – equivalent to 32 million bottles.

Marketing director for Wrigley UK Julio Guijarro said: “Consumers are increasingly looking for gum formats which suit all of their consumption missions, whether it’s freshening breath on-the-go, improving oral hygiene, or keeping teeth clean. This exciting new promotion will tap into consumer demand for a convenient way to keep gum to hand in the car – opening up massive growth opportunities for the gum category and our retail partners.

“The free in-car gum holder promotion demonstrates our continued commitment to offer retail partners compelling promotions which boost traffic and drive sales for the gum category”.

Formats in the offer include; Extra peppermint (60 pc), Extra spearmint (60 pc), Extra white & Extra white bubblemint (46pc), Extra ice peppermint (46pc) and Airwaves menthol & eucalyptus (46 pc) bottles.

For more information, please call the Wrigley display hotline on 01752 752094.

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