Wrigley hopes to grow driving as a consumption occasion for gum by giving away an in-car holder designed for bottles of Extra and Airwaves gum ranges.
Available from July to mid-September at participating stores, the dashboard-mountable device will come free with every purchase of 60-piece Extra Peppermint and Extra Spearmint bottles, and 46-piece Extra White, Extra White Bubblemint, Extra Ice Peppermint, and Airwaves Menthol & Eucalyptus bottles.
Gum is the second most consumed product in-car after drinks, but many drivers do not consume gum because they do not have it within easy reach, claimed Wrigley, which is set to push the holder promotion through TV and radio ads will that support the promotion. will run from 17 July to 13 August.
“Consumers are increasingly looking for gum formats that suit all their consumption missions,” said marketing director Julio Guijarro, who expected the giveaway to create “massive growth opportunities for the gum category”.