Wrigley 5’s 12-stick envelope pack has been replaced by a smaller seven-stick format with a "more appealing" recommended retail price of 59p. In addition, a new turbulence (watermelon) flavour joins electro (spearmint) and flood (berry).
The launch will be supported by a multi-media campaign, including digital and social media, targeting 5’s core audience of 14 to 25-year-olds, which starts in May.
Pos material supports the pack changes.
Meanwhile, Wrigley’s Extra is back on TV with a new campaign fronted by actor Antonio Banderas. The advertising communicates the benefits of chewing sugar-free gum after eating and drinking to help keep teeth clean and healthy.