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.