New promotional material rolls out across TV
CHEWING gum brand Airwaves has kicked off a new OOH campaign highlighting its menthol infused flavour to bring an extra kick to the senses.
Dubbed ‘Ride the Airwaves’, the Mars Wrigley brand has been inspired by messages from real fans of the Airwaves brand including social comments that celebrate the gum’s ability to deliver a reinvigorating kick at “flat moments” across the day.
The fully integrated campaign features three films running across TV, Online Videos and social media that will help to bring the product experience to life, says Mars Wrigley, through some surreal visual metaphors.
In addition to this, OOH, TikTok content, Snapchat lenses and PR activations will continue to add to this experience for consumers, enabling them to see first hand the benefits of the brand and take part in the fun themselves.
At the core of this campaign is the uniquely intense nature of the Airwaves product experience as it delivers a strong menthol kick that over the years has inspired countless comments and reviews including ‘Chewing Airwaves feels like having supersize lungs’.
Mars Wrigley reckons the new campaign will deliver a buzz of activity for the brand and celebrate its passionate fanbase along the way.
Ellyse O’Connor, senior brand & content manager for Europe at Mars Wrigley, said: “In today’s fast-paced world, we all experience those inevitable flat moments where we need a lift.
“Airwaves delivers an intense reinvigoration unlike any other chewing gum, refreshing both mouth and mind.
“The new ‘Ride The Airwaves’ campaign captures the unique experience of chewing Airwaves, drawing inspiration directly from our passionate fans who describe it best.
“We’re excited to remind everyone of the power of chewing Airwaves and its strong menthol kick.”
