5 Gum NPD campaign

Background

The campaign was part of a NPD launch for the 5 Gum brand that was coming back to the Australian market after a number of years. It promoted the Blueberry Rush flavour.

Campaign objectives

- Promote the new products
- Expose the 5 Gum brand to a new generation of potential customers

Cartology solution

Mars Wrigley 5 Gum used POS Aisle Fins and the Woolworths Screen Network to launch their new product. The POS component was live for a 2 week period in May and Screens were utilised in 160 stores with an off location bin for a 1 week period in August.

The results

  • - The campaign drove high trial among new customers - 51% (screens) and 66% (POS) of sales came from new to brand customers who trialled the product
    - The aisle fins generated high exposure and encouraged trial among relevant shoppers
    - The campaign drove further trial of different flavours in the range


Campaign performance

Impressions

Screens: 3m
POS: 10.9m

Reach

Screens: 1.6m
POS: 5.6m

Customers

New-to-brand

Screens: 51%
POS: 66%

"Cartology in store media helped to successfully relaunch 5 Gum to the Australian market driving product trial"

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