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Wrigley introduces its first-ever custom package, MyExtra. MyExtraGum.com is an online service that allows consumers to create personalized packs of the sugar-free gum. By going to the site, users can select a theme (birthday, weddings, anniversaries, etc.), and then upload personal photos and messages. “[MyExtra] allows us to help fans of Extra gum celebrate and share important moments in their lives, whether they are creating gifts, favors or personal keepsakes,” said Julie Goldman, Wrigley Director - Global Upstream Innovation. The custom 15-stick slim packs retail for $4.99 and are available in peppermint, spearmint and sweet watermelon varieties-it takes up to three weeks to ship and print.
Launch
March 2011
Package design
Wm. Wrigley Jr. Company, www.wrigley.com
