WRIGLEY’S EXCEL MINTS How do you reach the mobile, hip, fickle 18-34 consumer in a captivating way that resonates and sticks? You become immersed in their environment. You play where they play. Wrigley’s Excel supported the launch of its new mints by being omnipresent in Ontario’s Cottage Country. A campaign which combined strong radio support, direct-to-consumer sampling on land and on water, and an intrusive in-bar program throughout the entire summer was an excel-lent hit (o.k., pun intended). Mama Media continued its work for the Excel brand by developing a sampling program at The Taste of The Danforth. This marquee event was ideally suited to the brand’s target audience and was distributed at a time when breath freshening was needed!

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