Wrigley is repositioning Airwaves as a year-round ’pocket pick-me-up’. There has been a range redesign to help improve stand-out in store. There is also a new blackcurrant variant, to make the brand more accessible to younger chewers.

The activity represents the biggest brand investment for Airwaves in more than five years. It will be supported by TV and outdoor advertising, mass consumer sampling, as well as targeted digital and social media engagement.

New Airwaves blackcurrant replaces green mint and joins menthol & eucalyptus, cherry menthol and black mint. Wrigley says that blackcurrant is one of the most popular fruit flavours. The gum comes in 10-pellet packs with a rrp of 45p.

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