Mars Wrigley is rolling out a new Extra Refreshers Watermelon Raspberry flavour, backed by a £4.5m marketing campaign that aims to recruit new shoppers into the chewing gum category.
The launch of Refreshers Watermelon Raspberry flavour is in response to the growing popularity of fruity flavours. Extra Refreshers has grown 39% in value in the last two years, over-indexing with younger shoppers.
Lucy Sherlock, senior brand manager Extra, commented: “The launch of Extra Refreshers Watermelon Raspberry is backed by a national campaign that includes sampling to one million consumers, partnerships with influencers and our biggest ever Win! Activation. Shoppers will have the chance to win trainers inspired by the colours of fruity flavours and in collaboration with custom shoe designer MattB Customs. This is part of a wider media investment into the Mars Wrigley fruit gum portfolio this year alone and sets the tone for how we want to drive the market forward.
“Our ambition is to help drive the gum category by tapping into the opportunity presented by the rise in popularity of fruity flavours through Refreshers, a relatively untapped brand that presents huge growth opportunities. The launch of such an exciting and innovative trend-led flavour will go some way to delivering on that ambition.”
