Wrigley team up with Sophie for model campaign

This month, Wrigley is teaming up with model and pop star Sophie Ellis-Bextor (pictured) for a campaign to support the launch of Extra’s new soft-chew flavours, Strawberry and Bubblegum.  

Aimed at encouraging more parents to get their children chewing sugar-free gum, the campaign will see Ms Ellis-Bextor encourage families to take part in the “Chew O’clock Challenge” – calling on them to chew together at 4 o’clock, the key post-school snack time, when teeth are at risk from lingering food.     

Sue Cobbledick, Wrigley Oral Care Marketing Manager, comments: “Many parents have no idea that snacking can have such an effect on oral health. This campaign will boost awareness of the importance of oral care, especially for children, and show how chewing sugar-free gum after snacking can help protect teeth.”

Wrigley says that sugar-free gum now accounts for over 90% of gum sales [Nielsen w/e 24.01.15] and wholesalers should encourage their customers to stock a wide range of pack formats and flavours.

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