To encourage trial of Airwaves amongst early adopters before it went to market and thereby establish a valuable core user base.

To encourage sale consumption outside the limited ‘cough & cold’ season. Creamfields dance event in Liverpool on 25th August was chosen as an appropriate occasion for our activity. We secured 50 double-sided 6-sheet units and sent professional sampling people dressed in Airwaves-purple party outfits. These activities created a heavy brand presence at the event with 6,000 packets of gum distributed. From this small base there are signs that some underground ‘hype’ is being built up around the brand.David Burnard, Brand Manager, The Wrigley Company, commented, “Creamfields was a great opportunity to ‘seed in’ the product amongst a very infuential group, before it went to market. Via word of mouth, this will undoubtedly start to change people’s perceptions of the Airwaves proposition. Who knows what the potential of Airwaves is – certainly bigger than The Wrigley Company ever envisaged - and Mediaedge:cia have been at the forefront of uncovering the scope of this product.” Consumer analysis carried out by the media team at Mediaedge:cia revealed that people were discovering that you didn’t need to have a blocked up nose to appreciate the effect of Airwaves, as it can provide a good ‘pick-me-up’ at any time. So we set out to establish a launch platform to encourage further discovery. We feel this is a winner because we uncovered new usage occasions and a new potential market for the brand.Our sampling activity at the Creamfield dance event was a great way to reach our core, youth market in the right place at the right time.

Consumer analysis carried out by the media team at Mediaedge:cia revealed that people were discovering that you didn’t need to have a blocked up nose to appreciate the effect of Airwaves, as it can provide a good ‘pick-me-up’ at any time. So we set out to establish a launch platform to encourage further discovery.