Actor Antonio Banderas is appearing in a global television campaign for Wrigley's Extra brand. The humorous ads show Banderas using the gum to "break up" with food that lingers in his mouth after a meal.
Wrigley has debuted a "Life Happens in 5" campaign from Energy BBDO that connects chewing its 5 gum and exhilarating experiences, such as skinny-dipping or falling in love. "We saw an opportunity to evolve the 5 gum positioning in order to stay relevant and be more relatable to a broad consumer audience," said Wrigley's John Starkey.
Tribal DDB has created a multiplatform campaign to accompany the launch of Wrigley's 5 Gum in South Africa. As part of the effort, participants could create custom building projections online, and the best ones were projected live in 3-D on buildings in Cape Town and Johannesburg.
Wm. Wrigley Jr. Co. inked a deal with the National Basketball Association that deems Big Red, Juicy Fruit, Winterfresh, Doublemint and Wrigley's Spearmint the "official chewing gums of the NBA." Wrigley also expanded its marketing partnership with the New Jersey Nets.
The chewing gum manufacturer typically avoids alluding to competitors in its advertising campaigns, focusing instead on its brand attributes. But following a new trend in which brands make references to rivals, Wrigley's new Orbit ads indirectly jab at a competitor.