The gig marked the first in a series of live music events for the brand, and formed part of its new campaign What’s Next? being led by experiential agency Amplify. Fans were able to get themselves free tickets by logging on to the brand’s Facebook page.
Daniela Campari, Wrigley’s marketing director, said: "We are really excited to be launching What’s Next? Music is a key focus for 5 in 2012, so to be able to do the kinds of things we are doing for The Evolution Experience, with Labrinth (who is one of the UK’s hottest acts), is a brilliant start to what looks to be a great year for 5."
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