In 2020 confectionery giant Mars Wrigley expanded its portfolio with the launch of sugar free Extra Refreshers with a range of variants in differentiated packaging in a move designed to offer consumers a fuller, more intense gum-chewing experience, with longer lasting flavour than ever before. Here’s an understatement…2020 was a tough year!
In preparation to live freely again after covid-19 imposed restrictions, and to venture back outside, Extra Refreshers wanted to give people that confident, clean mouth, freshness of breath feeling. The one you want before the hug, the kiss, the handshake, the cheeky flirt…. You may have noticed that Wrigley’s Extra is a major sponsor of ITV’s ‘Love Island 2021’!
In response to the sampling campaign brief, Confero facilitated distribution over a 3-month period of one million individual samples of Extra ‘Bubblemint’ chewing gum across a range of high profile fashion and beauty retailer networks, reaching young audiences at home whilst buying their new looks and accessories in preparation for freshening up before being able to mix freely and socialise once again.
The main sampling activity was complemented by bespoke Refreshers branded postcards portraying the message ‘FRESHEN UP, FLAVOUR UP, and targeted social media integration with consumer facing competitions such as “WIN THE ULTIMATE WARDROBE REFRESH” and “FANCY A FRESH NEW LOOK?” to drive online buzz, Extra Refreshers brand engagement, and social commentary including voting on favourite flavours from Spearmint, Peppermint, Bubblemint and Tropical.
Fittingly, the social reach of the sampling campaign grew exponentially through Instagram when it was posted on Instagram Stories by former Love Island contestant Molly Mae Hague to her 5.7 million followers.
The added benefit of conducting a major sampling campaign through Confero’s ‘At Home’ direct to consumer channels is that we are socially and environmentally responsible in that our marketing materials are printed on 100% recycled paper using green energy, and samples are delivered with a customer order that is already being sent out therefore zero duplication in fuel, energy consumption etc. Samples are delivered with an expected delivery as a surprise and delight for customers to try, thus increasing brand and product awareness as a memorable, educational brand experience in the comfort of their own home.
For more information on Confero’s range of online sampling concepts and brand partnership opportunities please contact info@conferomarketing.com or call 0203 507 1850.
