Wrigley’s is backing the Extra brand with a £10m campaign including a new recipe and ad campaign. 

Rolling out now is a recipe change for Extra Peppermint, Spearmint and Cool Breeze to give a longer lasting flavour, which will be communicated to consumers via a ‘Now Longer Lasting’ on-pack flash. 

The upgrade will be supported with outdoor advertising and POS. A ‘Re-fresh with Extra’ message will also be communicated to customers on more than 600,000 takeaway curry lids and four million coffee cups.

In April the company will launch the brand’s biggest ever TV ad campaign which will run for 24 weeks on terrestrial and satellite TV.
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