WRIGLEY'S CHEWS A COLD AWAY
By Adnews Staff
Toronto-based Wrigley Canada is promoting a new way to fight cough and cold symptoms by chewing gum. The chewing gum manufacturer has introduced its Alpine cough relief gum in pharmaceutical, grocery and convenience stores across the country. Wrigley is positioning Alpine as an alternative to cough drops and sore throat lozenges. It is designed to provide relief from cold symptoms such as nasal congestion, sore throats and coughs due to colds with its active ingredients of Eucalyptus and menthol. The launch of Alpine is being supported with an advertising campaign from BBDO Canada and Generatorideaworks, both of Toronto. National billboards, print ads in trade magazines and a television image campaign are being used to promote the new cough and cold remedy. PR for the launch of Alpine is being handled by Aerial Publicity & Promotion of Toronto.