New global identity for gum

Wrigley has unveiled a new improved taste and distinctive packaging design for its gum brand Extra. The product reformulations and fresh visual identity aims to inspire and excite consumers and drive home the brand’s outstanding oral care credentials to a global audience.

The move forms part of a landmark year for Extra as it continues to encourage consumers to ‘Eat, Drink, Chew’ as part of their daily dental routine. Some of the most popular products in the portfolio, including Extra Peppermint, Extra Spearmint and Extra Cool Breeze, have been reformulated to provide consumers with the ‘best taste ever’, alongside the important dental health benefits that come with chewing sugar-free gum after eating and drinking.

Complementing the reformulations is the introduction of a new pack design, rolling out across the entire Extra range not only in the UK, but also around the globe. The gum category is one of the most impulsive in retail and the new visual identity will help the brand stand out in store, easing shopper navigation and providing an opportunity for retailers to drive incremental sales. The global design means consumers will instantly recognise the brand wherever they are in the world.

Julio Guijarro, Wrigley UK & Ireland marketing director, comments, “Chewing Extra is a great way to help keep teeth clean and healthy after eating and drinking, and by enhancing the product we can tap into the many eating and drinking occasions that are not yet followed by chewing sugar-free gum.
“Gum is a hugely impulsive category and therefore visibility is key to driving sales. Our new global visual identity will strengthen this, allowing shoppers to identify their favourite products immediately.”

The launch will be communicated to consumers in May and June as part of National Smile Month, the UK’s largest and longest running oral health campaign, of which Wrigley is a platinum sponsor for the third year running.

2015 is a huge year for the Extra brand, reflected by a £15million marketing investment and 40 weeks on TV. The first three months of 2015 has already seen Orbit brought under the Extra umbrella, and the launch of two new soft chew flavours into the Extra range – Strawberry and Bubblegum – both of which have already adapted the new global pack design.