NPD AND MEDIA
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TIME TO ‘GET YOUR DING BACK’
Mars Wrigley’s latest TV campaign for Extra chewing gum is encouraging shoppers to get their ‘ding back’ after a year of lockdown
Mars Wrigley is launching a new Extra chewing gum TV campaign featuring several characters in memorable lockdown moments ‘re-entering the real world’. The campaign is geared to keeping gum front of mind as lockdown continues to ease and challenges retailers to ensure the best-selling gum is always available. With a positive forecast predicted for gum sales, the campaign will further support the category as refreshing on-the-go becomes relevant again. The campaign will encourage people to get their ‘Ding!’ back again after staying at home for so long. Mars Wrigley highlights how 40% of sales are driven by seeing gum on-fixture and 46% will not buy gum if the product they want is not available [Ipsos, 2015], and that 80% of sales take place within the transaction zone [Kantar, Jun 2020]. Chirag Shah, Extra Brand Manager says: “The ad perfectly captures the nation’s mood and will create lots of smiles, which in turn will help keep gum top of mind and drive sales for retailers. “We are heavily investing in the gum category this year to keep it contextually relevant – with our biggest annual spend to date. Our Extra comms for the first quarter of 2021 was very much focused around gum consumption in-home, however looking forward we will be activating a number of exciting campaigns around those key out-of-home consumption occasions.”
WEDNESDAY 5TH MAY 2021 / ISSUE 54 / SLRMAG.CO.UK / 29
