Wrigley’s Car Bottle Campaign


Client: Wrigley Extra brand on behalf of Mars Ireland

Project: Car bottle campaign for Extra, the number 10 grocery brand in Ireland.


  • To get a car bottle into every car in Ireland.
  • To localise assets, produce and roll out nationally.
  • To catch the attention of drivers.


The first step in the process was to take the lead creative and localise it for a national rollout.

Print assets were produced by us for all channels including internal communications, trade, branded premia, in-store and outdoor.

The inflatable bottle was introduced as a fun way to introduce the car bottle to drivers from a distance and peak their curiosity.


An exciting roof-inflatable, accompanying internal communications, trade and in-store POS and outdoor collateral that highlights the car gum bottle.

There were a number of specialist items involved in this campaign such as the internal communications, trade material, large roof-top inflatables, a specialist rigging crew, in store POS installations such as floor graphics, vinyls, bunting and 3D bottles along with all of the outdoor advertising for the forecourts and a full outdoor campaign beyond including branded premia.

This was a multiple channel campaign with complex executions that was fully managed within Custodian, resulting in significant savings for the client, to create the biggest ever activation on gum in Ireland.