Wrigley’s 5Gum is hitting TV screens from 1 April and tropical flavour pulse is joining the existing electro (spearmint) and turbulence (watermelon) line-up from mid-March. Targeting the brand’s core audience of 15-24 year olds, the new advert will drive further awareness and visibility of the brand. The ad will be supported with in-store and digital activity as part of a £4m campaign. 

Katie Codd, 5Gum brand manager, says: “The trend for fruit flavoured gum is still going strong. Not only is it a great way of recruiting new, younger chewers into the category by offering them an alternative flavour to mint, but it is also an opportunity to give loyal consumers the variety they demand.

“Recent sales of 5Gum tell a really positive story, with the launch of the 7-pack format increasing 5Gum pick up rate by a phenomenal 60%. Our tantalising new ads, and the introduction of Pulse, will jump on this success and drive further awareness and sales of the brand.”