The Benefits of Chewing – UK PR Overview, June to August 2006

Protect Wrigley’s reputation as a responsible brand ensuring Benefits of Chewing messages are credible and not overshadowed by negative perceptions about litter

Utilise the WSI and key UK members/thought leaders and create tools that will drive support for BoC coverage and drive KOL endorsement

Prioritise and support key pillars through tactical campaigns to drive media coverage & engage the consumer

Create coverage and opportunities for WSI research to hook into the news agenda

Ob

ject

ives

Str

ateg

ies

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re B

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Pill

ars Stress Cognitive Weight Dental

Create a PR platform owned by Wrigley to increase positive awareness of the Benefits of Chewing – promoting long term category growth

Overview of results to date

• 52 pieces of coverage achieved across national, regional and consumer titles

• Total circulation to date now exceeds 45,000,000 or 75% of the UK population. Opportunities to view (at a standard rate of 3 times circulation) now at 135,000,000

• Total equivalent advertising spend now over £300,000

• Branding and/or Wrigley name check in over 70% of the coverage received to date

• All of this has been achieved before the major campaigns kick off on September 12th with the launch of the Expert Report

June – August 2006 Coverage

Benchmarking against 2005

Key messages

15%

23%

23%

39%

Stress

Weight

Cogn.

Dental

Positivity

77%

0%

23%

Pos.

Neg.

Neutral

• Over 75% of the coverage received by Wrigley relating to the benefits of chewing was positive in the first six months of 2006 compared to just 35% in the last six months of 2005

• The evaluation of the UK coverage received in the last six months of last year revealed that only the dental messaging (60% of all BoC coverage received) was getting through to the media and the cognitive message was not being heard at all. Coverage received this year to date shows a huge jump in the number of clippings that included reference to the other three pillars

Benchmarking against 2005

Tiering

25

4

05

1015202530

Tier 1 Tier 2

Tier

Tier 1

Tier 2

Coverage spread

0

5

10

15

Broad

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Tablo

id

Consu

mer

Broad

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of

clip

pin

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Broadsheet

Tabloid

Consumer

Broadcast

• The quality of the publications that that it appears in has remained consistently high with over 90% appearing in tier one national and consumer titles

• A key take-out from the evaluation conducted on the coverage received between July and December last year was the lack of voice in the consumer and lifestyle titles. We have seen significant growth in this category, perhaps the most important media category for the consumer audience that we are targeting

Current activity: Expert Report

So what is it?

• Consumer friendly glossy report pulling together all the existing research into an easy to read booklet for KOLs, journalists and the general public

Expert Report launch event

• 45 national, consumer and lifestyle journalists confirmed to attend the launch event at a central London venue

• Celebrity nutritionist, leading professor and CEO of Cognitive Drug Research, Orbit dental team and media life coach will be on hand to give hints and tips on managing your weight, dealing with stress, improving your powers of concentration and maintaining a healthy mouth

• The event will also announce the launch of new Orbit Complete with the support of the Orbit and Oral Health teams

Major campaigns coming up

Pints to PhD

• National and regional broadcast campaign to promote gum’s effect on powers of concentration

• Local pub quiz teams will be tested on their powers of concentration and a national trial of gum as an effective tool for boosting your brain power will be carried out using these teams

• Testing to be carried out by Professor Keith A. Wesnes BSc PhD FSS CPsychol FBPsS, co-author of the original study on gum and concentration

British Snack Time

• National research of 2,000 men and women between the ages of 18 – 40 being conducted to find the exact time of day when people are likely to reach for that quick sugar hit. Results to be launched to the media supported by a celebrity chewer identified through our celebrity mailer campaign to coincide with the clocks going back at the end of October