Airwaves – Pocket Some POW!
The brief: reposition Wrigley’s Airwaves chewing gum from a medicinal decongestant to a product that offers consumers mental refreshment.
The solution: celebrate the effect of Airwaves’ unique menthol kick.
After extensive research, we realised that loyal consumers were already using the product as a ‘pocket pick-me-up’ – so that’s what we briefed into our creative team.
The result was our fully integrated POW! campaign, using visually impactful cartoon-style graphics across various media, from outdoor advertising and press to digital, social media and in-store sampling.
Advertising, Digital, Gum, Interactive, Packaging, Promotional, Retail, Shopper Marketing, Social