Talking Retail Grocery and product news for independent retailers
The ‘Find Your Other Half’ activation will see core flavour singles, bottles and multipacks of Extra prominently featuring an initial – and urges consumers to pair a pack with partners, friends or family.
The campaign will be supported with a range of outdoor media near purchase points, as well as a digital campaign boosting awareness across relevant social media platforms and influencers. A range of in-store point of sale has also been developed to ensure that retailers can quickly and simply decant single packs out of boxed outers to allow shoppers to easily find their own initial – as well as a second pack for that special someone.
Available from July 2020, the on-pack campaign will appear across Extra Peppermint, Spearmint, and Bubblemint in singles, bottles and multipacks with a representative split of initials across outer stock.
Sasha Storey, senior brand manager of Extra Gum, said: “We’re very excited to unveil the ‘Find Your Other Half’ campaign and are certain that it will resonate positively with new and existing shoppers alike. The simple, yet disruptive, campaign highlights consumers’ love of both personalisation, and our core Extra portfolio. This is also the first time in years that we have included singles directly in an activation so it’s even more special.
“This campaign is especially relevant as we have co-created it with our shoppers, keeping them at the heart of what we do, and consulting them every step of the way.”
In addition, Extra is to sponsor E4’s new Celebs Go Virtual Dating series which will see famous faces be guided through the uncharted waters of online love and distanced dating. Extra is also sponsoring a new podcast with Love Island’s Laura Whitmore, which will tackle the do’s and don’ts of dating with celebrity guests. The podcast, which is due to launch in late July, and E4 series will promote the new personalised packs and encourage consumers to pick up a pack.
