Pre-marketing for Wrigley’s Extra only with PR
The PR activities involved dental scientists, representatives from health insurance associations and health education institutions and comprised TV, the print media and events. Attitude changes were measured by the GfK in four phases each year. At the end of the third year of the campaign, 85 per cent of dentists and 45 per cent of consumers recognised the message unaided and 95 per cent of both groups thought that it was credible. Wrigley’s Extra is launched.