To promote its line of Extra Professional gum, Wrigley decided to coat parking tickets with a thin layer of the gum’s polar fresh minty flavor so that this time, when drivers intuitively inserted the parking ticket into their mouth they got a refreshing and memorable taste of the new product.
The campaign seamlessly integrated the product into consumers’ normal routine, while directly linking it to the product and its benefits - Refreshing! And since drivers experienced the taste without anticipating the flavor or sensation beforehand, the shock element has proven to be extremely impactful for brand retention.
Advertising on parking tickets is nothing new, but the creative twist behind this campaign deserves serious brownie points for raising the bar, and immersing the consumer in the message.
