Wrigley tasked us with launching its latest piece of NPD, Wrigley Extra Ice, whilst promoting the importance of chewing gum after eating to fight the build-up of plaque.
With the challenge of transforming the way people think about chewing gum, we developed Eat, Drink Chew as a campaign platform that simply and clearly communicated the role of chewing as part of your everyday meal routine.
We developed a celebrity ‘Eat, Drink & Chew Banquet’ in London for consumer media. Our celebrity hosts Pearl & Daisy Lowe along with chef John Torode reminded the attendees of the importance of chewing gum after eating.
We generated over 140 pieces of coverage on pages Wrigley had never been before, re-invigorated the brand, and within three months of launch, Extra Ice had become the fifth best-selling gum in the UK.