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Wrigley's Extra's sponsorship of the English Premier League was not converting into sales. What it needed was a completely fresh approach. MEC decided that Wrigley's Extra should 'own' the most crucial part of a football game - the 'extra time' awarded by the referee. Wrigley's Extra's sponsorship of this nail-biting slot was not only fitting, given the brand name, it brought with it a real sense of drama.
Working with 11 Premier League clubs, MEC rolled out an Extra 90+ themed campaign on digital screens and perimeter boards around football pitches. They also enlisted the leading national sports radio station to create branded mentions within match commentary. In addition, Teddy Sheringham (who famously scored during extra time) was hired as a brand spokesperson and Wrigley's donated £1,000 to Football Aid for every goal scored after 90 minutes.
As a result of this activity, 2.7 million extra packs of Wrigley's Extra were sold, and awareness of the brand overtook Lucozade Sport - the longest-running Premier League sponsor. |
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