Wrigley’s Extra has launched its refreshed brand onto Australian shelves and globally, reflecting its oral care credentials and enhancing shopper navigation in the confectionery aisle.
Wrigley marketing director Tami Cunningham described Extra as "a beacon" for the gum category, and the company aimed to improve navigation both for the brand, and the gum category as a whole.
She said in-store testing with the new brandmark showed, for example, a 21 per cent improvement in the time taken to find the Extra White variant.
The global rebrand is part of a multi-million dollar marketing campaign focused on bringing the oral care credentials of Wrigley's flagship gum brand Extra to a global audience.
In Australia, Wrigley's engaged Energi design to adapt the global rebrand to Australian market requirements.
The brand’s new look logo features a split (two-tone) shield, with a 'glint' reinforcing that chewing sugar-free Extra is “a great way to help keep teeth clean and healthy after eating and drinking,” she said.
The refresh is on the back of a strong local performance year to date for Extra, with the first quarter of 2015 providing the highest value share since 2009.
“Gum is one of the most impulsive categories in-store, therefore visibility is crucial to sales. Our new global visual identity will strengthen this, allowing shoppers to identify their favourite products immediately,” she added.
To introduce the fresh new look, the brand has signed on as a major sponsor of Network Ten’s The Bachelor Australia series which consistently ranked in the top 10 programs nationally when on air, reaches 50 per cent of the population and regularly trends #1 on Twitter.
To further amplify visibility and unlock new display opportunities in-store, the roll-out will be supported with a television campaign featuring Ashton Kutcher, as well as secondary media activity including outdoor, mobile, digital and social to purchase shopalites and in-store activations.
