Wrigley's Extra puts focus on oral health

Mars chewing gum brand Wrigley's Extra has drafted in Porter Novelli in a bid to lend an oral health focus to the brand.

The consumer PR brief will activate the brand under its 'Eat Drink Chew' message, launched last year to promote the health benefits of chewing gum after eating.

Sister brand Orbit Complete is given out by some dentists as a way to reduce plaque build-up because chewing it produces bacteria-beating saliva. It has been endorsed by the FDI World Dental Federation.

Now the brand is using this health message to promote Extra, the most popular consumer sugar-free chewing gum brand in the UK.

Insiders say the Extra brief is aimed at all age groups, from teenagers to retired people, and consists of a twoto three-month project that will focus its main activity around World Oral Health Day on 12 September.

Extra was given a major marketing push last December in an attempt to win back teenagers after a drop-off in sales since 2007.

At the time, Wrigley marketing director Daniela Campari said that the move was about 'putting the brand with the right consumer, at the right occasion, at the right time'.

The project brief was awarded after a four-way pitch.

It is not thought to include social media engagement.

Extra brand manager at Wrigley Katie Codd said: 'The brief complements our current marketing activity and supports the promotion of the oral care benefits of sugar-free gum, as well as Extra's Eat Drink Chew message.'

Wrigley has been part of Mars since 2008.

Codd added that the appointment was not part of the recent Mars roster review for secondary food brands (PRWeek 13 July).

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