| WRIGLEY “5” GUM LAUNCH |
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BT (Brass Tacks) created the core creative below-the-line visuals for Wrigley’s new "5" gum. "5" entered the market with an integrated 360° marketing campaign and tailored communication elements for use throughout the Pacific Region.
Based on the sensory experience inherent to the brand, innovative and cut through designs were created exclusively by BT.
The product launch was supported in-store with a expansive suite of point of sale including merchandising units, packed stock units, posters, banners, floor art, wobblers and Wrigley stand header cards all designed by BT. Off location displays were also created to stand out across multiple retail channels. Unique to the "5" launch was a specially designed trade presentation box.
Since its launch on June 29, "5" gum has experienced unparalleled trade support and Point Of Sale compliance within the Australian and New Zealand markets. In 3 months, stock levels have been exhausted in store, prompting more frequent replenishment, showing the fastest sales rate for any Wrigley new brand launch to date!
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