Wrigley’s Extra and ‘The Bachelor’

Wrigley’s Extra has become a major sponsor of The Bachelor, whilst undergoing a global rebrand.

Wrigley’s Extra has decided to hop on board to sponsor The Bachelor as part of their global rebranding strategy for its main gum brand, Extra. The new look for Extra will incorporate aspects of pop culture and dating conversation through the new business relationship with Ten's The Bachelor Australia.

This new look for the brand is said to feature a shield with a glint, along with the television campaign starring Ashton Kutcher that has been airing for several months. Supported with secondary media, their decision to sponsor the well known dating series forms part of a multi-million dollar campaign that aims at targeting consumers during their daily routine.

Wrigley Pacific is relying on the mass appeal of The Bachelor to educate consumers that the role of Extra in dating is “to rescue you in moments when you want to impress”. Marketing Director, Tami Cunningham, stated that in order to build up Wrigley’s brand salience in a fun and engaging way, a mass integrated campaign would be an ideal way forward. Taking part of the sponsorship deal, Extra will also have a presence across the show's social media platforms to extend its presence.

Lauren Musat
Current student in the Master of Marketing program at the University of Sydney Business School