Wrigley readies US gum brand 5 for UK debut

LONDON - Wrigley is launching its first new gum brand in the UK for more than a decade with a premium range called 5, aimed at younger consumers.

Wrigley
Wrigley

The product will roll out from May. Initially available in spearmint, peppermint and a fruit flavour, it will target the 18-30 age group. The sugar-free gum is already available in the US, where it was launched in 2007.

5 will be priced at a premium over other gum brands in the Wrigley portfolio, but a spokeswoman said a final decision on the exact amount has yet to be made.

The UK launch will be backed by a heavyweight marketing campaign with ads created by BBDO New York. The campaign in the US has been built on the theme 'Stimulate your senses'.

 

Wrigley is currently running a TV campaign for its Extra product, the top-selling sugar confectionery brand in the UK. The ad shows two dancers with different styles coming together, to illustrate that the brand brings people closer.

 

Wrigley had an 87% share of the gum market in 2008, according to Nielsen.

 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More