Wrigley’s –
Product launch

When Wrigley’s launched their Xcite brand of chewing gum they wanted an equally Xciting campaign to effectively launch and reflect the brand message.

IFM handpicked Xcite crews totalling 80 brand ambassadors and actors across the UK. The Xcite teams were armed with branded scooters and pogo sticks and were dressed in bikinis and speedos, screaming: “I’m so Xcited, and I just can’t hide it!”

We visited 10 cities throughout the UK and Ireland over 2 consecutive weekends in April and 100,000 samples were distributed.

As well as generating great PR, there was an increase in sales of the Xcite brand, leaving everyone feeling a whole lot fresher!