Wrigley’s has launched a football-related campaign to promote its Extra brand as the gum to help football fans through the potential drama of added time.
The Extra 90 campaign, created by MEC Access with media handled by MediaCom, aims to tap into the “nail-biting” drama of extra time by running ads at Premier League grounds on 90 minutes.
Wrigley’s, the official chewing gum of the Premier League, will take over digital perimeter boards and jumbrotron screens at 11 Premier League grounds when the clock hits 90 minutes.
The campaign, launched by ex-Manchester United striker Teddy Sheringham (pictured) who scored a last minute equaliser in the 1999 Champions League final, also includes a The Sun-hosted microsite and a partnership with talk radio station TalkSPORT.
Toby Baker, marketing director at Wrigley UK, says: “As a result of Extra 90 we feel that we can gain genuine differentiation as a football sponsor, establish a credible role for the brand amongst fans, and gain significant brand and business benefit.”