Titled 'My life is colourful, my smile is clean white', the PR offensive -- led by Burson-Marsteller Guangzhou -- involves an interactive campaign in which consumers are encouraged to take smiling photos under a four-coloured thematic execution: romance (red); hope (green); enthusiasm (orange) and dreams (blue). Selected photos are displayed on giant outdoor LED screens in major cities across China, with the winner in each category receiving a prize based on the four themes, as well as a chance to scoop the major white prize, for home decoration and renovation. The winning pictures are selected by the public through an online vote.
"The idea was to interact more with the consumers through the photo booths, through the interaction online and through media relations," said Wrigley China marketing director David Glass. "We're doing more and more in China now," he added.
The campaign is targeted towards a wide range of consumers, and there are no limits placed on age, income or education, according to Burson's office director Daisy King, because "all of these have nothing to do with smiling, happiness, love, hope, enthusiasm and dreaming".
The campaign is supported with television spots, print (magazines), online, outdoor and the interactive photo booths and LED screens themselves. Mainly centred in the four major cities of Beijing, Shanghai, Guangzhou and Shenzhen, it also includes roaming booths across another 17 cities.
According to Burson's figures, more than 25,000 photos have been submitted (as of August 19), and more than 200,000 people have visited the website.
Nielsen adspend data reveals that in 2004 Wrigley spent close to US$68 million in free-to-air and print advertising across China, but Glass noted the category was comparatively undeveloped when placed alongside other international markets. "Per capita consumption in the US is 10 times higher, and in neighbouring countries like Hong Kong and Taiwan it is about seven times higher," he said. "There is a long way to go."
Wrigley has expanded Extra White's distribution from a handful of cities to 30 mainland markets with the relaunch.
