A n d r e w s G u m W o r l d

Chewing Gum Posters, originally uploaded by Phil McGrady.

IMAGE: Media.

Clemenger BBDO, an ad agency in Australia, has helped Wrigley plunge into the world of social media by creating The 5 Feed, a website designed to help the gum company “connect with young people who increasingly demand digital involvement and greater creativity; ‘an audience that is seeking, sharing and remixing culture.’”

In a piece earlier this summer in Media, it described the agency’s creation of The 5 Feed site, “a social platform that invites the public to download and remix works from commissioned Australian designers, artists and musicians.”

 You can explore that site, and do your own remixing of culture, here.

ps Wrigley 5 gum flavo(u)r translation guide from the Land Down Under:

Pulse (Australia) = Lush (North America)

Electro = Rain

Cobalt = Cobalt

Baby Ruth Gum, originally uploaded by Waffle Whiffer.

Barrow’s Newsagent, Lower Clapton, originally uploaded by Fin Fahey.

DLF INDIAN PREMIER LEAGUE LOGO,
originally uploaded by iVinay.

Last month, India’s Business Standard covered Wrigley’s sponsorship of all eight franchise teams in the Indian Premier League for April’s T20 tournament in South Africa.

According to the article, the new deal should further expand the reach and impact of Wrigley gum on Indian gum chewers:

“Wrigley has entered into separate sponsorship agreements with the eight IPL franchise teams. Our sugar free brand ‘Orbit’ would be the official ‘gum sponsor’ of all the teams and ‘Boomer’ would be the official bubble gum sponsor,” Wrigley India Pvt Ltd MD Gautam Sharma told reporters here.

He said the deals would be complimented by various promotional and advertising initiatives including special contests and prizes, fan trips to South Africa, electronic and print media campaigns and so on.

“We hope it will be a win-win partnership for both Wrigley and the IPL franchise teams. We expect our brands, which are already popular, to be further liked by the consumer following this,” Sharma said.

Wrigley has a portfolio of eight brands in India including Boomer, Orbit, Doublemint and Juicy Fruit and claims a market share of over 50 per cent in the estimated Rs 1,000 crore Indian chewing gum market.

“We sell 10 million pieces of gum every day and have a presence in 1.2 million retail stores across 2,000 towns and cities in India. The IPL initiative would further boost reach,” Sharma added.