Wrigley launches Airwaves ad campaign

by Jemima Bokaie, Marketing 05-Mar-08, 13:20

LONDON - The Wrigley Company is launching a TV campaign to promote the ‘invigorating' experience of chewing its sugar-free Airwaves gum.

The ad, which launches this week and is part of the brand's multimedia ‘Kick up a gear' campaign, features people in various situations psyching themselves up for the ‘kick' Airwaves gum provides. The endline invites viewers to 'experience the kick' for themselves.

Alex MacHutchon, communications manager at Wrigley, said: ‘The campaign will continue to showcase Airwaves' unique offering to the consumer. Combining dynamism and engagement, it aims to further strengthen the overall Airwaves brand popularity with consumers.'

The Airwaves brand, whose portfolio includes Menthol & Eucalyptus, Cherry Menthol and Black Mint variants, was recently relaunched with a longer-lasting flavour and refreshed packaging.

According to Wrigley, Airwaves is the second-fastest-selling chewing gum brand in the UK. It was worth £33.7m in the year to 29 December, according to ACNielsen.

Wrigley's other UK brands include Wrigley's Spearmint, Juicy Fruit, Doublemint, Extra, Hubba Bubba and Orbit Complete.