Mars Wrigley drives fruity gum sales with Flavour Vote campaign

Following the successful addition of Apple and Blueberry flavours to the EXTRA range earlier this year, Mars Wrigley is continuing to drive category growth through fruit gum with a Flavour Vote campaign this Summer, where consumers can cast their vote to win a year’s supply of their favourite EXTRA fruity flavour.

The Flavour Vote campaign, which went live on the 19 May and runs until 17 July, will give consumers the opportunity to vote for their favourite EXTRA fruity flavour. With a range of six tasty fruit flavours — Apple, Blueberry, Strawberry, Tropical, Melon Mint and Bubblemint — this is a fun opportunity to determine the nation’s favourite EXTRA fruit gum.

Mars Wrigley has partnered with LADbible, the world’s leading social publisher, for the campaign to drive awareness, developing content that resonates with young audiences across its Facebook, TikTok and Instagram platforms, to a combined audience of 59.8 million. Posts will feature influencers, including Cole Anderson and Love Island’s Joanna Chimonides, each representing a flavour of EXTRA’s fruity range. Influencers will partake in a series of social-first games to encourage consumers to vote for their favourite flavour.

The Flavour Vote campaign is the next phase of Mars Wrigley’s continued approach to recruit consumers to the category. With fruit gum sales now accounting for more than one-quarter of gum market value in the UK , the EXTRA fruit flavoured gum portfolio is a clear must stock for retailers.

“As fruit flavoured gum continues to grow in popularity, the Flavour Vote campaign is a fun way to engage with consumers to grow the category," said Hannah Lee, EXTRA Senior Brand Manager. "This campaign also helps drive awareness of EXTRA fruity flavours, including the newest additions to the range, Apple and Blueberry, whilst driving footfall in-store as consumers seek out the different fruit.

“We are supporting our retailers with impactful in-store POS to encourage engagement and drive sales. This is an exciting year for gum and we are continuing to innovate in the segment to keep gum top of mind with consumers.”

To vote, consumers can visit the EXTRA gum website, or scan the QR code shown on point of sale for EXTRA fruity gum in store. Alternatively, they can cast their vote via SMS by texting "VOTE" with the flavour of their choice to 60163.