Mars Wrigley is launching its personalised on-pack campaign for 2021 across its EXTRA Chewing Gum range. The enhanced “Find Your Other Half” activation will see core flavour singles, bottles and multipacks of EXTRA prominently featuring an initial – urging consumers to pair a pack with partners, friends or family.
Following a successful launch in 2020, the activity seeks to create a campaign that takes dating to the next level by giving young people the confidence to make successful connections in the real world. This year, the campaign will be partnering with ITV2’s mega-hit Love Island, to drive penetration with under 25’s by tapping into their dating passion points. For 16-34’s, the TV series averaged 1.5m TV viewers and a 42 per cent share, which was up in the equivalent slot average the year before by +1.4m viewers .
Last year, Find Your Other Half flashed Bottles grew by +13.3 per cent, while rate of sale (ROS) grew 1.6 faster compared to the standard packaging on Gum Bottle, and twice as fast for Multipack flashes SKUs.
The campaign will also enter the next stage of in-store and multimedia activation, through bigger and better retailer overlays alongside disruptive and engaging visuals. With 51 per cent of shoppers only buying gum when it’s visible in store , bespoke pre-fill units will also be available to retailers to ensure they can drive strong shopper purchase frequency.
“We’re thrilled to announce the second phase of our EXTRA ‘Find Your Other Half’ campaign,” said Sasha Storey, Senior Brand Manager, EXTRA Gum. “Comprehensive consumer research helps us to understand that being able to refresh on the go is of very high importance to under 25’s, and as we increasingly enter the ‘real world’ in 2021, this shopper mission plays a growing and natural role across the dating arena.”
The on-pack design launches as EXTRA announces partnership of ITV2’s Love Island series.
RRP’s:
Single 10pc £0.47
Single 10pc White Range £0.51
Multipack (3×9 pack) £1.00
Multipack (6×10 pack) £1.99
Bottle (60pc) £2.19
Bottle (46pc) £1.99
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