Wrigley Romania launches Juicy Fruit Squish
7 August 2008
Wrigley has launched a new type of chewing gum, the Juicy Fruit Squish, which has an innovative liquid content and features a unique fruits mix.
The Juicy Fruit Squish is available as dragee in two flavor variants: Strawberry Peach and Orange Mango. The formats chosen by the Wrigley company for trading is the blister packaging, which contains 9 dragees, the recommended price in Roamania being RON 2,5.
“In order to launch Juicy Fruit Squish the company resorted to an original method of marketing research – ethnography, through which it wanted to be where the consumers were, to be part of their lives, to be “them” for four weeks. Two of the Wrigley Romania staff chose two teenagers and together they went shopping; the ultimate aim being that the two Wrigley professionals get dressed just like the teenagers and become “them”, Carmen Baltag, Marketing Manager Balkan East Wrigley declared.
The campaign, signed by Graffiti BBDO, unfolds already at national level and it includes both traditional and unconventional advertising means.
