The Wrigley Company is back on air with a new TV ad for its recently relaunched Airwaves brand.

Kick Up A Gear, which includes on-pack and sponsorship activity, is intended to show the "invigorating experience" of chewing Airwaves.

The activity follows Wrigley's relaunch of Airwaves last November in a bid to stay ahead of rival Trident.

Last year, sales were down 9.2% to £34.8m [Nielsen 52 w/e 6 October 2007].