Wrigley has stretched its Extra brand umbrella to include a new Cool Breeze variant. The launch is part of Wrigley's strategy to increase consumption by introducing new flavours and to attract more consumers by boosting the breath freshening factor. The new variant ­ described as "refreshing, cool and mild" in taste ­ is available this week. It joins the Peppermint, Winterfresh and Spearmint flavours. The whole range will get support from a new TV ad in June, with a dedicated 10 second Cool Breeze ad in July, September and November. Posters and sampling are due in July. Communications manager Jo Hartop said she expected the new flavour to grow the brand's sales by around 10% in the first year. {{MARKETING - P&P }}

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