Wrigley's first caffeinated gum embraces digital

03/10/2013 | Adweek

Energy BBDO/Chicago is crafting a multifaceted campaign launch for Wrigley's first caffeinated gum, Alert Energy Caffeine Gum. Broadcast, digital and shopper marketing efforts will target the 25-to-49-year-old gum chewers, but there is no Twitter account set up for the gum yet, writes Christopher Heine.

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