The gum war between Wrigley and Cadbury Trebor Bassett’s new Trident brand is moving onto the forecourt, with both companies booking nozzle advertising through media specialist Alvern.
Wrigley is promoting its new car-friendly Extra ’Biggi’ bottle pack, which contains 60 pellets of gum and is specifically aimed at forecourts and the multiples. It will feature on 3,400 nozzles at 68 selected motorway sites, targeting drivers on longer journeys. The Extra brand has also become an official sponsor of football’s Premier League, in a deal that runs until the end of the 2009/10 season. This association will be supported by TV advertising from April.
Meanwhile ads for Trident Splash and Soft will appear on 4,500 nozzles at 150 Tesco forecourts.
These carry the strapline ’what’s new in chewin?’. They are part of a £10m campaign that includes TV and cinema ads using the phrase ’mastication for the nation’.
Wrigley has played down the threat of a new player in the UK market, where it has little real competition since its launch in 1911. "We’re happy to have more interest and focus on the category," said Toby Baker, UK and ROI marketing director, speaking at the launch of the new Biggi pack in December.
He added that Trident’s products are primarily fruit-based, whereas Wrigley focuses on mouth-freshening.
Wrigleys says it will advise retailers on how to manage their displays to cope with the increased product range.
A new stand is available for the Biggi format and other solutions can be tailored to suit retailers’ specific needs, the company said.
Trident’s salesforce is also working with retailers to introduce colourful display solutions.
Wrigley: 01752 752094 Cadbury: 0870 191 7342