Mars Wrigley has launched its Refreshers Watermelon Raspberry flavour, backed by a huge marketing campaign that it says is aimng to recruit new shoppers into the gum category.
The new sugar free flavour lands nationwide in retail at the end of February and is the first of its kind on the market. The launch comes in response to the continued growth in popularity of fruity flavours, with flavour combinations set to take centre stage this year.
Lucy Sherlock, senior brand manager for Extra, said: “The launch 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 a pair of custom trainers inspired by the colours of the gum’s fruity flavours.
“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 Extra Refreshers Watermelon Raspberry Bottle and Single packs are currently rolling out nationwide.
No comments yet