Wrigley is unlocking new consumption occasions and category growth potential across its Extra and Airwaves’ portfolios, with the launch of an in-car gum holder.

After identifying in-car consumption as a clear growth opportunity, Wrigley has developed the holder, which is tailored to conveniently keep bottles of Extra and Airwaves to hand, and front of mind.

Gum is the second most consumed product in car, after drinks, however many drivers do not consume gum while driving if it’s not in easy reach. Free to consumers with every gum bottle purchased from July to mid-September at participating stores, Wrigley’s handy in-car gum holder provides the solution, placing gum front of mind and putting an end to frustrating glove compartment rummages.

The launch of the in-car solution is being supported with a national media campaign aimed at maximising reach and accelerating awareness during the promotional period. As well as a dedicated 20 second radio ad, which will run for four weeks from 17th July to 13th August 2016, and TV advertising during the same time period, retailers will also be supported with a variety of in-store POS materials.

Julio Guijarro, marketing director for Wrigley UK, commented: “Consumers are increasingly looking for gum formats which suit all of their consumption missions, whether it’s freshening breath on-the-go, improving oral hygiene, or keeping teeth clean. This exciting new promotion will tap into consumer demand for a convenient way to keep gum to hand in the car – opening up massive growth opportunities for the gum category and our retail partners.

“The free in-car gum holder promotion demonstrates our continued commitment to offer retail partners compelling promotions which boost traffic and drive sales for the gum category.”

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