The confectionery giant is planning a marketing assault on the lucrative mints market, following its acquisition from Kraft of the Altoids brand, alongside Lifesavers, in 2004.
It was revealed last year that Wrigley, which is best known for its chewing gum brands, would be launching the brands in the UK (Marketing, 23 November).
Altoids is one of the US' biggest mint brands and Wrigley is seeking similar success in the Europe, where it will face stiff competition from Ferrero's Tic Tac and Nestle's Polo brands.
Wrigley plans a soft launch for the mints that will involve experiential marketing targeting opinion formers. Insiders claim this test phase will be followed by a marketing campaign.
Four international agencies, including Exposure and brand communications agency Fish Can Sing, are understood to be pitching.
All declined to comment on the pitch.
Wrigley is keen to expand outside its core gum market; according to the company, new products have accounted for 20% of its global sales over the past four years.
Wrigley already sells mints in the UK under the banner of its Extra chewing gum brand. It spent ú1.1m promoting the Extra Ice Mint range last year, which it recently expanded (Marketing, October 5).
The launch comes at a key time for the mints market, which has grown at a slower rate than chewing gum over the past year.
Mintel has predicted that the market will be boosted by the smoking restrictions coming into force next summer. Wrigley was unavailable for comment as Marketing went to press.
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