Wrigley has unveiled refreshed packaging for its Extra White sugar-free gum. Now featuring a red stripe to help consumers easily distinguish the popular variant, the new look is being rolled out across all formats in all channels.
The revamped packaging aimed to challenge “static sales” since April 2015, when the whole Extra portfolio was relaunched, according to Wrigley, which has seen the brand lose £3.1m (1.5%) in value sales [Nielsen 52 w/e 8 October 2016]. The design “tweak” would ensure the product was “more distinctive, giving clear differentiation from Extra Strawberry and Extra White Bubblemint.
“The refreshed packaging highlights consumers’ evolving needs,” said Julio Guijarro, Wrigley marketing director for GB & Ireland. “We’re continually reviewing our portfolio to ensure it meets the requirements of both retailers and consumers.”
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