Brand boosting with the tooth fairy
Bray Leino has worked with Wrigley's in the UK market for past 14 years and its relationship led to Wrigley’s performing ahead of the category with Extra gum driving this growth. At the beginning of 2011, both Extra and Extra Ice gum were accredited and approved by the British Dental Health Foundation and the Irish Dental Association. With this crucial approval, our brief was to ensure that the Oral Care credentials were communicated to consumers.
We felt that a simple oral care message might not achieve the cut through we needed. So, with Wrigley celebrating its centenary in 2011, we decided upon a campaign to acknowledge this 100 years in the UK by rewarding consumers with a suitable promotion and we would use the opportunity to educate them on the oral health benefits of the product.
A Fiver From
The Tooth Fairy
In conjunction with the advertising Agency, AMV and our own in-house digital and shopper marketing teams worked together to develop a large campaign to 'give something back' to the community that supported Wrigley's centenary, while also communicating Extra’s oral care credentials and drive sales.
We launched through the line with an on-pack and off-shelf consumer activation campaign that delivered mental and physical availability, and linked through to a digital brand experience that communicated the key oral care messages.
The tie-in came from the creative idea based on the well-known myth of the tooth fairy leaving gifts under the pillow. 1 in every 10 packs of Extra or Extra Ice contained a winning code worth a fiver!
Over 100 million promotional packs were put into circulation amounting to a total prize fund available of £50m.
Extra's year-on-year growth increased by 2 percentage point during the first 12 weeks of the campaign. Over 650k consumers engaged with the promotion and visited the campaign microsite to check their codes.
“The idea was simple and alluring. We collaborated with many of Wrigley’s departments and agencies, including production in Germany, to ensure the smooth delivery of the brand’s biggest on pack in the UK and Ireland”
Fiona Beauchamp, Head of Activation, Bray Leino