Wrigley's Extra will be rebranded as part of a multi-million dollar marketing campaign, which will focus on the gum’s “oral care credentials”.
The brand’s new look logo features a shield, with a “glint”, to signify that chewing sugar-free EXTRA helps keep teeth clean and healthy after eating and drinking. The refresh follows on from what has been a strong local performance year to date for EXTRA, with the first quarter of 2015 providing the highest value share since 2009.
Wrigley Marketing Director, Tami Cunningham, said: “Gum is one of the most impulsive categories in-store; therefore visibility is crucial to sales. Our new global visual identity will strengthen this, allowing shoppers to identify their favourite products immediately.”
To amplify visibility and unlock new display opportunities in-store, the roll-out will be supported with a television campaign featuring Ashton Kutcher, as well as secondary media activity, including outdoor, mobile, digital, social and path to purchase shopalites and in-store activations.