WRIGLEY CAMPAIGN BREAKS THE ICE
By Adnews Staff
Wrigley Canada is promoting the release of its new Polar Ice gum with a series of improvisational television advertisements. The spots, created by Leo Burnett, consist of man-on-the-street scenarios during which actor Tyler Westerlund encourages people to do "zany" activities like splashing in a kiddie pool, lying on a bed of ice or jumping in a cold shower. According to Wrigley, the spots are aimed at people facing the pressures of adulthood, for whom making social connections has become more difficult. The tagline, "Break The Ice With New Extra Polar Ice Gum," is intended to reinforce the idea that sharing the gum is a way to "break the ice" and start a conversation. Television advertising, which will run until mid-November, is being supported with consumer sampling programs, in-store materials and FlashMedia posters. Stephen Williams, marketing manager for Wrigley Canada, said promotional support for the gum will continue in the new year with trade campaigns and new advertising creative using the "Break the Ice" theme. Public relations for the launch of Polar Ice are being handled by Advance Planning/MS&L of Toronto.