The Wrigley Company is splashing out a record £46.5m in marketing support for 2004.

This increased investment, said Wrigley, will help to boost the company’s high-profile move out of its traditional gum business, with the recently launched Extra Thin Ice and Extra Mints.

Jo Hartop, head of communications at Wrigley, said: “The 2004 marketing programme represents a significant increase in investment compared to last year, and aims to target consumers through a mix of communication vehicles.

“Retailers should ensure their Wrigley displays are fully stocked to benefit from increased awareness of Wrigley brands.”

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