Wrigley uses celebrity cats and camels in summer campaign

The campaign rolled out in late May and will run for a month. It was put together by Wrigley's long-term media agency MediaCom and its creative agency Breeze Factory. For the Extra campaign, Danny Chung, associate director of the agency said: "Hong Kong people are crazy about cartoon characters, and we want to use that to inject more excitement and grow the category business."

The campaign inlcudes a TVC, print and the title sponsorship of a food programme on Bus TV. An interesting component of the campaign is its tapping into the popularity of Tsim Tung Brother Cream (尖東忌廉哥), a celebrity cat that has more than 125,000 likes on Facebook.

The print ad is in the form of a comic strip, in which the brand's camel mascot interacts with Garfield, discussing oral-care matters.

For the Eclipse campaign, InterBrand created five limited-edition tins featuring landmark images of London, Paris, Kyoto, India and Hong Kong.

Rebecca Wong, brand manager of Wrigley Hong Kong for Eclipse brand, told Campaign Asia-Pacific that the company started cross-marketing with other brands last year, when they partnered with Agnès b.’s sports series in a Christmas campaign.

The latest campaign involves a lucky draw for 1,000,000 Asia Miles this summer.“Hong Kong people love to travel during the summer months," Wong said. "So Asia Miles was a nature choice for us."