Wrigley’s Extra, the number one gum brand and top impulse driver of basket dollars, has launched its refreshed brand onto Australian shelves and globally.
While there's been no packaging change as such, its design has been refreshed to emphasise the oral care credentials of the brand and enhance shopper navigation in the confectionery aisle an at the check-out counter.
“Extra is a beacon for the gum category,” Wrigley marketing director Tami Cunningham told PKN.
“Our aim is not only to improve navigation for our brand, but for the gum category as a whole.”
Cunningham said that in-store testing with the new brandmark showed, for example, a 21 per cent improvement in the time taken to find the Extra White variant.
The global rebrand is part of a multi-million dollar marketing campaign, focused on bringing the oral care credentials of Wrigley's flagship gum brand Extra to a global audience.
In Australia, Wrigley's engaged Energi design to adapt the global rebrand to Australian market requirements.
The brand’s new look logo features a split (two-tone) shield, with a 'glint' reinforcing that chewing sugar-free Extra is “a great way to help keep teeth clean and healthy after eating and drinking”.
The refresh is on the back of a strong local performance year to date for Extra, with the first quarter of 2015 providing the highest value share since 2009.
Cunningham said: “Gum is one of the most impulsive categories in-store, therefore visibility is crucial to sales. Our new global visual identity will strengthen this, allowing shoppers to identify their favourite products immediately.”
To introduce the fresh new look, the brand has signed on as a major sponsor of Network Ten’s The Bachelor Australia series which consistently ranked in the top 10 programs nationally when on air, reaches 50 per cent of the population and regularly trends #1 on Twitter.
To further amplify visibility and unlock new display opportunities in-store, the roll-out will be supported with a television campaign featuring Ashton Kutcher, as well as secondary media activity including outdoor, mobile, digital and social to purchase shopalites and in-store activations.
See the TVC here:
