Pocket some profit

Wrigley’s Airwaves is launching a multi-million pound campaign, which will re-position the gum brand as an all year round portable ‘pocket pick-me-up’. Unleashing the colossal potential of Airwaves by increasing rate of sale, extensive research also shows that the move will drive incremental profits for retailers.

Designed to establish Airwaves as the ultimate in mental refreshment, and awaken a broader audience of chewers, the campaign will include a product upgrade to deliver a more intense, longer lasting flavour experience. As well as a range re-design to improve standout in store and the launch of a blackcurrant variant, making Airwaves more accessible to younger chewers.

The activity represents the biggest brand investment for Airwaves in over five years and will be supported by a Powerful through-the-line marketing drive. Articulating Airwaves’ intense flavour release, this will comprise TV, mass consumer sampling, outdoor advertising, in store activation, as well as targeted digital and social media engagement.

Daniela Campari, marketing director at Wrigley, says, “This major re-positioning is going to unleash the full potential of Airwaves, which is already the No.1 brand in a number of other global markets. Airwaves is the ultimate mental refreshment brand, there’s nothing quite like it! It guarantees that all important, invigorating, mental kick, making it the perfect all year round ‘pocket pick-me-up’.”

Replacing green mint, new Airwaves blackcurrant will re-join the already popular range of menthol & eucalyptus, cherry menthol and black mint. Not only is blackcurrant one of consumers’ most popular fruit flavours, trends show that there is a huge yearning for fruit flavoured gum amongst chewers, especially the younger ones, as it caters to their need for an alternative flavour to mint.