Cannes Lions

EXTRA POLAR FRESH GUM

BBDO GERMANY, Dusseldorf / WRIGLEY / 2011

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Overview

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Credits

Overview

Execution

Every driver knows the situation, when you drive into the parking lot; you haven’t got a free hand for the parking ticket.Automatically, you put it between your lips and drive to a parking space. Based on this observation, Wrigley decided to make that a more pleasant experience. By creating the first mint flavoured parking ticket. Wrigley printed tickets with a very thin layer of mint and placed them in parking lots. When drivers put the ticket into their mouth, they experienced the fresh flavour of Wrigley's Extra Polar Fresh gum.

Outcome

Drivers had the taste for more, and there was an increased sale of Wrigley's Extra Polar Fresh in stores close to the parking lot. This test-run for a Germany-wide promotion, showed how well the attention-grabbing idea was received by consumers.

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