Wrigley rethinks £5m Extra work

by Gemma Charles Marketing 07-May-08, 09:00

LONDON - Wrigley is overhauling the £5m promotional strategy for its flagship Extra range, focusing on building the brand rather than showcasing its products.

The decision is part of a long-term strategy to give Extra, the UK's number-one sugar confectionery brand, more emotional warmth.

A 40-second TV ad, by Abbott Mead Vickers BBDO, breaks 8 May, introducing the strap-line 'Get extra close'.

'We are being more overtly emotional,' said Toby Baker, Wrigley's marketing director. 'Our ads have been driven by new product development, but now we want to talk about the overall brand, and that is a shift for us.'

Extra has value sales of £185m and last year it sold 600m individual packs, according to Baker.