Wrigley Rolls Out Caffeinated Gum 'Alert'

CPG giant will join energy gum space with campaign featuring TV, radio, digital

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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.),

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