Wrigley embarks on nationwide campaign for Airwaves

A series of promotional activity is set to appear on petrol station forecourts across the country to help drive sales of Wrigley gum brand Airwaves.

Running until the end of October, the campaign comprises six sheet posters, digital till screens, petrol pump nozzles and a series of dedicated forecourt promotions and giveaways.

The campaign, created by Bray Leino, builds awareness of the gum’s menthol stimulation through an iconic Airwaves character which aims to build rapport with consumers filling up with petrol.

Wrigley senior marketing manager Sas Horscroft explained: “Driving is a key usage occasion for chewing gum users, so it was a natural fit for us to invest in outdoor activity at petrol stations to maximise exposure for Airwaves. With consumers typically in a rush to fill up, make their purchases and get on with their journey, the use of our new Airwaves character is the perfect way to quickly get across our menthol stimulation message in a charming, accessible way.”

Kate Cox at Bray Leino added: “This is a really exciting time for the Airwaves brand, both through the creation of the character icon and the new outdoor campaign. We’re confident that together with the Wrigley team we can increase usage and impact sales.”

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