Wrigley eyes smiles in mainland campaign

<P>Wrigley has embarked on a PR push to find China's '100 best smiles', as part of an integrated campaign for its sugar-free chewing gum brand, Extra White.</P> <P>Launched in cities throughout China, the 'Extra White Smile 100' campaign - developed by Burson Marsteller - is being promoted with the help of supermodel Jiang Peilin. Consumers can upload their photographs to <A href="http://www.extrawhite.com.cn">www.extrawhite.com.cn</A> until the end of the month, with users voting for their favourite pictures. The 100 winners will be chosen from a 250-strong finalist list in early October.</P> <P>"Extra understands that consumers want to pursue a better life, but living in an increasingly high-pressured, competitive and busy world, they also place very high expectations on themselves and on others," said David Glass, marketing director, Wrigley China. "Sometimes, we all lose some of our optimism, and even forget how to smile."</P> <P>Rivalry is fierce with competing brands eager to grow their share of a comparitavely under-developed market, with industry estimates indicating Chinese consumers buy just 15 sticks of gum each year, compared with their Taiwan counterparts, who purchase up to 80.</P> <P>Each day during the campaign, one consumer will receive a free digital camera as a way of driving interest and awareness of the programme.</P> <P>Glass added that public relations was used "to amplify the impact of the various activities of the campaign and to enhance the reach of the brand experience".</P> <P><BR> </P>