Wrigley breaks Gumergency campaign
By Adnews Staff
Chewing gum company Wrigley has begun a national marketing campaign in Canada in support of its Excel brand. The initiative, called "Gumergency," features a toll-free telephone number that consumers can call to receive advice on dealing with bad breath from a spokescharacter called Randy Johnson.
The character will also appear in out-of-home, television and online advertising. Out-of-home elements include street furniture, billboards, street posters and bus ads. Ten-second television commercials will air on Global Television through the campaign. Online elements include banners, mobile ads, search engine marketing and social media activities aimed at a younger demographic.
The effort will also make use of branded trucks called Gumergent Care Mobile Hotline Units in Toronto and Vancouver beginning Oct. 5. The interior of the vehicles is designed to resemble a hotline control centre. Promotional workers will offer breathalyzer tests to consumers.
"It's not much fun having to deal with a bad breath emergency, whether it's someone else's or your own," said Laura Amantea, marketing manager at Wrigley. "To add a lighter side to these often awkward situations we've set up a Gumergency hotline, 1-855-EXCEL-IT, to give Canadians ideas for managing some of these bad breath moments at home, in an elevator, at work and everywhere in between."
The campaign was developed by BBDO. Media buying was handled by Mediacom. GMR is managing to experiential and sampling programs. Public relations are being conducted by Harbinger Communications.