The challenge was to distribute the fresh mint taste of wrigley’s extra polar fresh not only to the consumer, but also onto everyone’s lips.
To successfully achieve their goal, Wrigley made use of an everyday observation: when you drive into a parking lot, you haven’t got a free hand for your parking ticket, so you put it in your mouth.
This gave Wrigley the idea to create the world’s first flavoured parking ticket. Wrigley printed tickets with a very thin layer of mint and placed them in parking lots. when drivers put the ticket in their mouth, they experienced the fresh flavour of Wrigley’s Extra Polar Fresh gum. Drivers had the taste for more, and there was an increased sale of Wrigley’s Extra Polar Fresh in stores close to the parking lots.
A test-run showed that this promotional idea was well received by consumers and fit for a nation-wide promotion.