Full throttle gum promotion

This month, Wrigley’s Airwaves is kick starting the second phase of its major multi-million pound campaign, which launched earlier this year, and included sponsorship of the Motorbase Performance ‘Airwaves Racing’ team throughout the British Touring Car Championship.

The latest stage of the campaign, which also forms part of Wrigley’s biggest investment in Airwaves for six years, taps into the nation’s love of motorsport by offering the chance to win a host of themed prizes.

The prize promotion named ‘Full Throttle’ will be available across all channels from 19 August and is giving away a Ford Focus ST, Theme Park Tickets and adrenaline racing experiences.

Camille Peressini, Airwaves brand manager at Wrigley, said: “With 11.7 million people interested in motorsport and 8.7 million car enthusiasts in the UK, we know consumers are going to love ‘Full Throttle’. Therefore we urge retailers to order a dedicated POS suite and stock up on Airwaves now, as this promotion is guaranteed to put sales of Airwaves into full throttle!

“Airwaves is a unique offering to the UK gum category as it guarantees consumers that all important, invigorating, mental kick – making it the perfect ‘pocket pick-me-up.”

Consumers can enter the competition by purchasing any of the Airwaves singles, multi packs or bottle packs and typing in the packs individual code onto the Airwaves Racing microsite. Dedicated POS suites will be available to retailers, where consumers can find tear pads that include details of the competition and how to enter online. In addition, the brand will also be on TV until the end of August.