Wrigley’s Extra says ‘cause-related’ marketing is now essential for brands as it rolls out Smile Back project
Chewing-gum brand Wrigley’s Extra is the latest to shake-up its marketing and move towards ‘cause-related’ campaigns, something its marketing director Julio Guijarro says is now “essential” if it’s to meet customer expectations.
The Extra Smile Back Project has been designed to educate families on the importance of good oral health. For every pack of Extra sugarfree gum sold in the UK during the eight week campaign period, Wrigley will make a donation to its chosen charity partner, Action for Children, to fund children’s oral health education.
It will be underpinned by a TV ad – created by AMV BBDO – which will Read full story ›
Source: The Drum
