Wrigley has launched the What’s Next? promotion, running for the next five months, featuring augmented reality content from Blippar. Promoting a new flavour of Wrigleys 5 Gum, packs scanned using the Blippar app will enable users to play a game, with high-scorers being entered into a competition.
“We have listened to our consumers and are now building the brand with them,” says Daniela Campari, marketing director at Wrigley. “Our sales force has worked hard at increasing the visibility of 5 in key locations, where we know our target market can be found.” 
The promotion is based on Wrigleys market research into 5 Gums target audience of 14–25 year-old status seekers, and their interest in new technology.
