Packaging: My Extra Gum

Wrigleys have just launched their latest US campaign My Extra Gum which provides consumers with the opportunity to design their own gum packs using a variety of themed templates.

“MyExtra gum lets you customize packs of Extra® gum for any occasion. Upload your own photos and messages, adjust fonts, colors and clip art to make each pack your own. Having a hard time deciding what to make? You can also browse the gallery for inspiration. One pack of gum, endless possibilities™.”

- Taken from the Wrigleys website.

In the past this concept has been limited to branded corporate freebies (matches, stationary and stress balls etc). Wrigley’s has taken this and developed it into a consumer proposition. With a minimum personal order of 500 packs its success is likely to appeal to the corporate market regardless of its consumer facing website.