Wrigley is launching a £4m push for gum brand 5 and bringing back its Pulse flavour variant.
The brand is back on TV from 1 April with an ad backed by in-store and digital activity. Pulse will rejoin Turbulence watermelon and Electro spearmint on shelf next week, two years after it was last on sale.
Sales of 5, which last year cut its pack size and price, have fallen 6.2% to £5m, but volumes are up 55.1% [Nielsen 52 w/e 25 January 2014].
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