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Wrigley creates a new cross between a gum and Éclairs

14-March-2009
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Wrigley creates a new cross between a gum and Éclairs

Wrigley India Pvt Ltd, a manufacturer and marketer of chewing gum, has expanded its product portfolio with the launch of Boomer Gumlairs, a new category within bubble gums. The company has recently released a TVC conceptualised by Mudra to support the launch. Mediacom is handling the media duties for the brand.

A company spokesperson explained, “The campaign objective is to communicate the proposition of Boomer Gumlairs as a unique product, which is a combination of bubblegum and chocolate Éclairs.” Boomer Gumlairs sports the tagline ‘Éclair ka baap’ and is priced at Re 1. The brand is targeted at children in the 6-14 age group.

The spokesperson added, “We are in the process of promoting Boomer Gumlairs through an aggressive 360-degree media programme, which includes a high impact TV media burst, aggressive below-the-line activities and activation across print, Internet, mobile and outdoors.”

The TVC broke nationally in mid-February on key kids’ TV channels like Cartoon Network, Pogo, Hungama and also channels like Surya TV, Sun TV. All key regional (South) channels, Hindi movie channels and DD1 and DD Lucknow are also airing the campaign. The print ad also broke in The Hindu’s supplement for young readers, ‘Young World’, as well.

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