Talking Retail Grocery and product news for independent retailers
The “Get Your Ding Back” advert will air today (30 April) and run for a two-month period.
Mars said the advert will encourage people to get their “ding” back again after staying at home and aims to keep gum “top of mind”.
It said gum sales will improve as lockdown eases and store traffic increases, so Mars is urging retailers to improve gum availability in store.
It said 40% of sales are driven by seeing gum at the fixture, 46% will not buy gum if the product they want is not available, and 80% of sales taking place within the transaction zone.
To maximise sales, Mars said ensure systems are set up to deal with increased volume and use the branded POS from the campaign to improve visibility.
