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Wrigley shows its bottle with new gum format

08 February, 2013
Page 42 

Wrigley is launching its first-ever small bottle format. Designed to drive chewing frequency and volume, the company believes the new format will bring an additional £12m in retail sales to the gum category this year. As well as boosting sales, Wrigley says the launch will improve shopper value with the bottles' rrp of £1.99 for 46 pellets.

Perfectly sized for the car, the bottle is launched in three variants Airwaves menthol & eucalyptus, Extra Ice peppermint and new Extra White, formerly Extra Ice White.

Hamish Thomson, Wrigley managing director, comments: "Research indicates that the bottle format will drive chewing frequency and volume.

"In Germany, for example, 46-pellet bottles represent 30% of the country's total gum category value."

The launch will be supported by a marketing drive and will play a prominent role in Wrigley's ongoing 'Eat, Drink, Chew' campaign. This will comprise TV advertising from March, mass sampling and social media engagement.

There is also a new merchandising unit featuring an elevated top shelf for the bottles to maximise visibility at the till. Retailers are being encouraged to have secondary displays using the new paddle display supplied as part of the point of sale.

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