Wrigley is entering the energy gum market with its new Alert Energy Caffeine Gum brand, targeting 25-to-49-year-olds who, per the company, "want a portable product that lets them control their caffeine intake."
Taking on the likes of Jolt Gum, the Chicago firm told Adweek today that a campaign entailing TV, radio, digital and shopper marketing will be in the offing around Alert's retail release in April. Energy BBDO/Chicago, which handles Wrigley gum brands (Juicy Fruit, Big Red, Doublemint, etc.), will helm creative around the Alert effort.
The gum contains 40 milligrams of caffeine—the equivalent of half a cup of coffee or a 16-ounce soda pop. Alert will feature fruit and mint flavors; the caffeinated gum comes in tubular packages that hold eight hexagonal gum pieces.
Alert's packaging will feature warning labels about caffeine intake and will not be targeted to minors, according to Wrigley, the world's largest gum producer. The firm is setting a suggested retail price of $2.99.
While digital advertising will be a part of the new player's integrated campaign, interestingly, Wrigley has yet to establish Twitter accounts for its swath of gum brands.