Wm. Wrigley Jr. Co., Chicago, is running an online/offline summer sweeps for Juicy Fruit gum that plays off the brand’s “Gotta Have Sweet” tagline. Dubbed Find the “Gotta Have Sweet” Spot and Win, the campaign puts instant-win gamepieces on-pack — a first for the brand.
Prizes include Nintendo Game Boy Advances, CDs, electronics, and Juicy Fruit backpacks. All non-winning tickets carry a code to play online for a second chance to win. A “scavenger hunt” overlay sends players to several partners’ Web sites to collect “sweet spots.”
“By linking our packaging promotion with exciting online activities, we maximize the overall awareness level for the Juicy Fruit brand among our target consumers, connecting with them both in-store and at home,” says senior marketing director Rory Finlay.
The promo runs through mid-September via TLP, Dallas, whose sister shop BBDO, Chicago, handles advertising. BBDO digital marketing arm @tmosphere handles Web duties. Wrigley ran a similar campaign last year without the on-pack component (November 2000 PROMO).
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