Wrigley launches 7 stick pack

Wrigley has launched a new pack format, RRP and flavour variant for its youth gum brand 5. Supported by a significant and seductive marketing campaign, the move is designed to bring the brand back into UK growth by responding to the younger chewers’ need for a premium gum proposition at an affordable price point.

Following extensive consumer research, 5’s current 12 stick envelope pack is out and a new smaller 7 stick format is in, available in three standout flavours – Electro (Spearmint), Flood (Berry) and Turbulence (Watermelon). Launching across all channels, the pack resize allows retailers to sell Wrigley’s stylish gum brand 5 at the much more appealing price point of 59p.

The launch will be supported by a huge multi-media campaign including out-of-home, print advertising, sampling, digital and social media. As part of this, Wrigley has also developed a bold creative campaign, targeting 5’s core audience of 14–25 year olds with seductive visuals and tempting taste cues designed to stimulate senses. The series of ads will go live from 13 May.

Camille Peressini from Wrigley says, “5 is currently the world’s third largest gum brand Internal Net sales in $M and our challenge is to echo this success in the UK market, starting now! We’ve invested heavily in UK consumer research and taken insights from other markets to really understand what our target chewers are looking for. They’re going to love our new pack format, flavours and price. And our seductive marketing campaign will certainly get tongues wagging!”

Tapping into the activity’s overriding theme, Wrigley will be giving the wholesale channel its very own taste sensation with an eye-catching suite of POS and off shelf shippers, designed to drive visibility and awareness of the new 7 stick pack and consumer price point in depot, as well as highlighting the fruity new flavour.