Bangkok--10 Mar--Wrigley Thailand Rigley are to invest over 150 million baht to stamp there dominance with the “Doublemint” chewing gum targeting younger consumers with Paula Taylor as the new presenter. Already being the leading brand for consumers worldwide, Wrigley has decided to penetrate the Thai market, investing over 150 million baht to create the brand awareness. Using the campaign “Doublemint, freshness you can rely on”, Wrigley has decided to partner with the famous Thai model/actress Paula Taylor to build trust and consumer confidence with the Thai public. The new advertisement campaign will include Paula as the main presenter in all of them. Wrigley will also at the same time introduce their new chewing gum packages in both tablet and bottle form. The different styles will give the consumers the choice to suit their respective lifestyles. Wrigley to pump in 150 million baht to win the hearts of the young consumer Mrs. Supree Pawarispong, Director of Wrigley Thailand has announced that this year Wrigley will be much more aggressive and involved in advertising the Doublemint chewing gum brand. Wrigley has decided to break with traditions and use a presenter to put a face on their products. This strategy is to create a sense of trust with the consumers as well as reaching a broader market. For this reason, Wrigley has decided to step up their marketing and invest over 150 million baht into this campaign. From the market research, Wrigley found that the main consumer group for the Doublemint gum is between the ages of 17 — 25 years. For this reason, Wrigley has decided to partner with Paula so that this consumer group can be targeted. Not only is she the heartthrob of the nation, her international star status will create awareness abroad as well. Her image is the image that Wrigley is looking for to represent their brand. A new appearance to create the maximum freshness! Last year, it was estimated that the chewing gum industry in Thailand was worth over 2.5 billion baht with an annual growth of around 3 percent. Wrigley itself has a market share of approximately 20 percent and an annual growth rate of 25 percent, much more than the industry average. This success has prompted Wrigley to capitalize on its success by developing their product as and giving the consumers more choices with different products and packages. Presently, there are over 10 different brands of chewing gum in the local market which are also used as a breath freshener. Doublemint has been fortunate enough to be one of the market leaders in this group. Wrigley believes that with a high quality product, it will answer the needs of the consumers who want to have the freshest breath and the best tasting chewing gum. Wrigley has already established itself as a global industry leader and this will help the local image of the product as well. This year, Wrigley is set to launch a new package for it Doublemint chewing gum. The chewing gum package will use a zip lock like bag that will create a new look to meet the fashion demands of the younger consumer groups. Also, Doublemint will release a bottle container and packets containing the chewing gum so that the gum can be easily carried around or kept in large quantities in ones car or office. The refreshing taste is the same formula that allowed Doublemint to be the market leader worldwide by giving the users the confidence in knowing that he/she has the freshest breath possible. “Doublemint” 100 years of freshness The Doublemint chewing gum is a product of the Wrigley Company. The head office is located at in the city of Chicago, USA. Wrigley has been producing the best chewing gums in the world for over 100 years. The expertise it has in this industry is unmatched by any of its competitors. Presently, Wrigley products are available at over 180 countries worldwide. In the United States alone, Wrigley has netted over 5 billion dollars in sales with the consistent new introductions of different products. Examples would be the Doublemint gum in the breath freshener category, the Extra Xylitol Chewing gum in the sugar free category, and the Extra White gum which helps to whiten teeth. Wrigley does not only limit itself to chewing gum with also other products such as Shugas candy, Life Savers, Solano and Altoids. Mr. Pabo De Abadal, Senior marketing Head of Sino-Pacific Trading (Thailand) Ltd, the importer for Wrigley’s Doublemint chewing gum has said recently that the Doublemint chewing gum has a long history and a wonderful reputation all over the world, especially in the United States. The reason for this is that it is simply delightful. It has a delicious taste and freshens the breath like no other brands, giving each consumer the confidence they need in day to day interactions. In Thailand, Doublemint is already a popular brand amount the consumers and by having this marketing campaign, Doublemint will be able to stamp its authority in the local market even further. Contact for information Jeeranan Limpapas 081-850-8837