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News 2013: Wrigley Goes Full Throttle With New Campaign

September 3rd


This month, Wrigley's Airwaves is kick starting the second phase of its major £multi-million campaign that launched earlier this year, which included the sponsorship of the Motorbase Performance 'Airwaves Racing' team throughout the British Touring Car Championship (BTCC).

The latest stage of the campaign, which also forms part of Wrigley's biggest investment in Airwaves for six years, taps into the nation's love of motorsport by offering them the chance to win a host of themed prizes. The prize promotion named 'Full Throttle' was launched nationwide on 19th August sees the brand give away a Ford Focus ST, Theme Park Tickets, adrenaline racing experiences and Airwaves Racing BTCC team merchandise.

Camille Peressini, Airwaves Brand Manager at Wrigley, commented: "With 11.7million people interested in motorsport and 8.7million car enthusiasts in the UK, we know consumers are going to love 'Full Throttle'. We're extremely proud of our association with the Airwaves Racing team; this campaign links the team and brand perfectly and is guaranteed to put sales of Airwaves into full throttle!

"Airwaves is a unique offering to the UK gum category as it guarantees consumers that all important, invigorating, mental kick – making it the perfect 'pocket pick-me-up'. More than 50% of its consumers use Airwaves as their only gum brand – making it a hugely loyal brand."

Consumers can enter the competition by purchasing any of the Airwaves singles, multi packs or bottle packs and typing in the packs individual code onto the Airwaves Racing microsite ( The campaign is heavily supported both in-store and across forecourts nationwide with dedicated POS suites where consumers can find tear pads that include details of the competition and how to enter online. In addition, the Airwaves brand will also be on TV until the end of August in the form of the latest advert featuring Mat Jackson's #7 Airwaves Racing Ford Focus ST.

For more information on the prize promotion please visit or the Airwaves UK Facebook page.