Consumers ‘React’ to Wrigley

CHICAGO —Capitalizing on the popularity of its 5 brand of sugarless gum, Wrigley recently introduced 5 React in two flavors: mint and fruit. The gum has an “undefined” flavor, which each chewer experiences differently.

The individualized experience was touted to the product’s target audience prior to national retail availability when the company offered 100,000 Facebook fans the chance to try the new product in March. Fans who opted in for the sample received a free pack of gum along with a unique code and 3-D glasses that allowed them to explore an exclusive online experience at 5React.com. The launch will be supported with traditional advertising as well as digital campaigns.

Sugarless gum continues to be a hot category, with sales up 4.3% in the drug channel for the 52-week period ended May 16, according to SymphonyIRI Group.