Wrigley's campaign targets nervous football fans

Food & Drink

Ed Kemp

February 18, 2009

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Wrigley's campaign targets nervous football fans

LONDON - Wrigley's Extra, the official chewing gum of the Premier League, has launched an Extra 90+ campaign, which urges nervous fans to 'chew through the minutes that matter'.

The campaign will see the brand take over the digital perimeter boards and TV screens at Premier League matches as the clock reaches 90 minutes. As part of the initiative, Wrigley's will donate £1,000 to charity Football Aid for each goal scored in extra-time.

The marketing push includes a microsite hosted by The Sun, which will enable fans to relive famous last gasp winners. The message will also be promoted through TalkSPORT.

The campaign, created by MEC Access, will be supported by creative by AMV with media bought by MediaCom.

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