Wrigley Canada has announced the launch for its new Excel Lozenges, a cold and cough lozenge that marks the first product from the company to offer a health benefit.
The product was launched under the Excel name because it’s a “highly-trusted and well-respected brand” familiar to Canadians, said Michelle Lefler, manager of corporate affairs for Wrigley Canada.
A promotional campaign focusing on PR is “geared at raising awareness that a trusted brand has launched into a new category,” Lefler said. Canadian celebrity chef Corbin Tomaszeski has been brought on as spokesperson and will be promoting Excel Lozenges via his personal Facebook and Twitter accounts.
Wrigley’s creative agency of record, BBDO Canada, also developed a national television ad which began running in English and French on Nov. 5.
Wrigley Canada has also teamed up with the Weather Network, which will be running special weather updates during cold and flu season sponsored by Excel Lozenges.
Lefler wouldn’t comment on the 16-week campaign’s overall media spend but did say that the media mix also includes digital pre-roll.
Excel Lozenges have been available in stores across Canada since October. They come in three flavours – Honey and Lemon, Cranberry and Blueberry and Extra Strong Menthol.
