Wrigley appoints Coke marketer to invigorate brands

The Wrigley Company has appointed US Coca Cola marketer Daniela Campari as UK marketing director to “re-invigorate and expand” its brands.

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Most recently, Campari has held the global marketing director role for Coca Cola’s sports and energy category. She has also held the director of innovation role for the company’s North American division.

She has also held strategic roles for The InterContinental Hotel Group in the US.

Ian Burton, Wrigley managing director, says Campari has been brought on board to grow its brands and categories, build powerful brand preference and drive profitability.

Campari says: “Our job now is to re-invigorate and expand the category by developing new occasions and recruiting new users, by increasing availability, and ultimately by strengthening our relationship with our consumers on both the functional and emotional level.”

She joins Wrigley at the end of June.

Wrigley owns the Juicy Fruit, Orbit and Extra gum brands in the UK and Starburst and Skittles confectionery brands.

The company is a subsidiary of Mars, which recently appointed a UK marketing director.

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