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This February, Mars Chocolate and Wrigley UK continue to drive in car consumption with its innovative gum holder, which has successfully helped nearly 5 milliondrivers to conveniently keep bottles of EXTRA® and AIRWAVES® to hand, and front of mind since 2016, allowing them to Arrive Ready at their destination.


The campaign will be supported with a brand new extension of the popular Time to Shine advert – Arrive Ready (for your time to shine). Being in car is not about the journey; it’s about the destination. Mars Chocolate and Wrigley UK understand that there is always that moment of arrival where you want to be at your best. The new ad, which is due to launch on Facebook on 29th January, portrays a series of extraordinary every day arrivals, which end with an unexpected twist. Expected to reach more than8.9 millionconsumers, EXTRA gives drivers the confidence to seize the moment whatever it is.

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Gum is the number 1 snacking product consumed in car[1], however many drivers do not consume gum whilst driving if it’s not in easy reach. With its latest campaign, Mars Chocolate and Wrigley UK is unlocking the consumption occasion further, with the return of its innovative, in-car gum holder, free of charge with selected purchased gum bottles. The formats on offer include EXTRA Peppermint, EXTRA Spearmint (60pc), EXTRA White, EXTRA White Bubblemint, EXTRA Ice Peppermint and EXTRA Coolbreeze (46pc), AIRWAVES Menthol & Eucalyptus (46pc) Bottles and New EXTRA Mints (70 pc).

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Alyona Fedorchenko, Gum, Mints & Fruity Confections Marketing Director, at Mars Chocolate and Wrigley UK commented, “We work hard to unlock new consumption occasions for consumers, and our in car gum holder has already helped millionsof drivers to Arrive Ready at their destination. With the growth in consumers’ interest in health and wellbeing, Wrigley’s bottle formats are a great freshening and sugarfree option for those who graze frequently,and have grown 21% in the last 12 months[2]. The launch of our latest media campaign will help retailers maximise reach and accelerate sales during the promotional period.”

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[1] Catalyst Quantitative & Qualitative research – In Your Car 2008.

[2]Nielsen Scantrack – Total Gum – Total coverage MAT w.e. 17.06.17

Author: kimbarnard

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