STIMULATE YOUR profits while, at the same time, your customers stimulate their senses.
This is the message from The Wrigley Company to supermarkets as next month it launches 5 Tempest, to add to the three other flavours launched under the 5 brand last year both here, in Australia, and in other parts of the world.
This unique gum had a very successful launch in Australia and an equally successful entry into this market so it is expected that the new Tempest mouthwatering watermelon flavour will lead to a further positive impact on the gum category.
The New Zealand product has been adapted from the brand launched in Russia.
Since 5 was launched it has delivered $1.7 million in sales of which a staggering 61% has been incremental to the gum category (Aztec Key Accounts YTD 29.11.09).
5 is the No 2 brand in the gum category with 19% in grocery (Aztec Key Accounts qtr 29.11.09).and 16.7% in National Convenience (Aztec Neilsen – Total SSO & T2 & Shell qtr 29.11.09).
Trial of all fruit flavour sku’s is highest, contributing to the value sales of 5, outselling mint flavours by 1.2 times (Aztec Key Account figures based on T.Gum).
5 is the first new gum broughtinto the category for years and is an entirely new concept and yet in one way it is a hark back to the past.
For it delivers 5 through the stick format introduced to gum many years ago. In the last few decades chewing gum has come in tablets and pellets.
Customer Marketing executive Victoria Carruthers says 5 – directed at a new consumer channel, ‘Generation C’ (the 15-19 age group) is delivering shock waves to the gum category.
“These are youngsters who are generally connected,” she said, “so we have produced the new gum in packaging we believe is cool and funky.
“Cool but mysterious. It had to be something cool.”
Carruthers says that Wrigley has found the new gum has even brought users into the category of an older age group from 20 – 25.
“Which is what we were not expecting,” she continued.
5 Tempest is now available in four flavours:
- Electro – a tingling spearmint flavour
- Cobalt – cooling peppermint
- Pulse – a crisp, tropical flavour
- And the new Tempest flavour of mouthwatering watermelon.
When the Pulse flavour was launched, it performed much better than expected, outselling mint, what had until then been a traditional favourite, 1.2 times.
“Mint and peppermint have always been hero sku’s. This is bucking the trend and we think mouthwatering watermelon will be equally as successful.”
The name Tempest means a violent windstorm and it will be interesting to see whether consumer reaction will be equally as volatile.
Its brand equity statement is Stimulate The Senses. Carruthers reports that Australia and New Zealand has had the biggest drive in sales for the 5 brand, in comparison to the rest of the world. By Easter, 5 Tempest will be available throughout the country and Wrigley is expecting there to be a significant impact on the market as 5 is now the No 2 brand in the gum category.
The gum and candy manufacturer is planning a series of tastings during the Easter school holidays when the brand will have full availability nationwide.
