Wrigley rolls out PR push for Juicy Fruit gum brand

GUANGZHOU: Wrigley China has kicked off a national PR campaign for its iconic Juicy Fruit brand, with a fashion design competition pitched at teenagers. The PR and event components have been developed by Bluefocus PR Consulting and Arc China respectively, with Leo Burnett Guangzhou and MEC handling creative and media duties. The push -- across almost 20 cities in China, including Guangzhou, Chengdu, Shenyang and Wuhan -- aims to create a platform for teens to express themselves, at the same time, strengthening their association with the brand, according to David Glass, marketing director, Wrigley Confectionery China. "(The campaign) hopes to inspire teens to explore and express their creativity," said Glass. "This direction is very much in line with Juicy Fruit's brand personality, which is fun, vibrant, daring and somewhat irreverent. "As advertising support is limited, PR support has been used to further amplify the impact of the events and the competition." Designs are submitted online at juicyfruit.com.cn, with the winning designs scoring prizes and a chance to be produced by sports and fashion brand Converse. The drive is also being extended through advertising and sponsorship with MTV, and online with QQ. Wrigley also partnered with young designers, who are leading the streetwear trend in China, and who serve as ambassadors of the competition.

by | 05/03/2006

GUANGZHOU: Wrigley China has kicked off a national PR campaign for its iconic Juicy Fruit brand, with a fashion design competition pitched at teenagers.

The PR and event components have been developed by Bluefocus PR Consulting and Arc China respectively, with Leo Burnett Guangzhou and MEC handling creative and media duties. The push -- across almost 20 cities in China, including Guangzhou, Chengdu, Shenyang and Wuhan -- aims to create a platform for teens to express themselves, at the same time, strengthening their association with the brand, according to David Glass, marketing director, Wrigley Confectionery China.

"(The campaign) hopes to inspire teens to explore and express their creativity," said Glass. "This direction is very much in line with Juicy Fruit's brand personality, which is fun, vibrant, daring and somewhat irreverent.

"As advertising support is limited, PR support has been used to further amplify the impact of the events and the competition."
Designs are submitted online at juicyfruit.com.cn, with the winning designs scoring prizes and a chance to be produced by sports and fashion brand Converse.

The drive is also being extended through advertising and sponsorship with MTV, and online with QQ. Wrigley also partnered with young designers, who are leading the streetwear trend in China, and who serve as ambassadors of the competition.