Wrigley’s SnoCore Tour Freshens Teen-Friendly Image - Event Marketer

Wrigley’s SnoCore Tour Freshens Teen-Friendly Image

DB_Gold_Wrigley_2006 Ex
Brand: WRIGLEY
Agency: GMR MARKETING
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2006

Reinforcing its teen-friendly image among marketing-savvy consumers is the main goal for Wrigley’s Winterfresh breath-freshening gum, and the SnoCore Tour has been delivering. The property, an annual traveling winter lifestyle-and-music event, hit 39 markets across North America in 2005. Music acts including Chevelle, Helmet, and Crossfade rocked the event’s performance stage, while brand reps dished out Winterfresh samples. An advertising blitz in winter sports-themed magazines and newspapers in venue markets hyped the event before it reached each market, while radio ads and ticket giveaway promotions added to the buzz.

Results? More than 58,000 fans attended the SnoCore Tour (each venue reported more than 95 percent capacity), and a total of 80,000 Winterfresh samples were handed out to attendees over the course of the tour. More important, the average four-week sales increase for Winterfresh in 26 measured markets was just over 10 percent.

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