Airwavs revs up its marketing spend

Airwaves is launching a multi-million pound marketing support package to strengthen its position as the UK’s second favourite gum brand. As part of the programme, Airwaves is sponsoring the Motorbase Performance ‘Airwaves Racing’ team throughout the British Touring Car Championship.

With an upweighted sponsorship package, the activity kicks off at the first British Touring Car Championship race on 31 March and includes fully branded cars, as well as a mass sampling programme that will be at each race to drive brand awareness and trial.

Tia Shortall, Airwaves brand manager at Wrigley, says, “With 20 million people interested in motorsport and almost 3 million hours watched on TV, this sponsorship will ensure Airwaves is in poll position to increase sales.

“Airwaves guarantees that all important, invigorating, mental kick, making it the perfect ‘pocket pick-me-up’ – and should be stocked at the till point at all times.”

The activity precedes Airwaves returning to TV after eight years and follows the launch of the brand’s new 46 Pellet Bottle. The handy pack is available in Menthol & Eucalyptus flavour and is designed to drive chewing frequency and volume, as well as bring additional sales to the gum category.