Wrigley’s Boomer, a recognised leader in the gums category bagged Gold for the category ‘Best New Event Property of the Year’ at India’s first Event and Experiential Marketing Award held in Mumbai. Popularly known as the WOW Awards, this property has been instituted by Eventfaq’s in association with the Advertising Club of Mumbai. Of the 87 entries received under this category, Wrigley’s Boomer wowed the jury for the Boomer Bubble Blowing Championship, one of the largest on–air/ on-ground campaigns which kicked off in September in 2008. The championship reached out to approximately 5 lakh kids aged between 8-12 years from 10 cities – Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Ludhiana, Lucknow, Jaipur and Pune. The targeted activities were held around schools and in residential complexes, markets and malls. The Boomer Bubble Blowing Championship was executed by PDM India, Percept’s Experiential Marketing Company. The first of its kind, the contest gave five kid winners a chance of a lifetime to star in a Boomer TV commercial. The brand used its Mascot Boomerman extensively to engage with children and capture their imagination. The other nominations for the ‘Best New Event Property of the Year’ were Unforgettable Tour, Sunfeast World 10K Bangalore, Bajate Raho and Hunt for India’s smart investor.
The first national WOW Awards for Events and Experiential Marketing Industry celebrates excellence in the event and marketing space across industries. WOW received 472 entries across 28 categories. The award judges events and on-ground interaction activities between the brand and the consumer. The award function saw an excellent turnout and presence of all top representatives from agencies besides esteemed jury members, celebrities and industry leaders.
According to Wrigley India company spokesperson, “We are delighted to win Gold at the WOW Awards for Events & Experiential Marketing Industry. The best companies and brands participated in this award and the competition was tough. The award has recognized Boomer Bubble Blowing Championship as a unique and innovative property. Despite the tough competition with 87 other entrants there were eventually 6 nominations in this category and Wrigley’s Boomer triumphed with Gold under ‘Best New Event Property of the Year’ category. This is a proud moment for Wrigley India and its brand Boomer”.
Commenting on this achievement Mr. Sanjay Shukla, Head Brand Activation, Percept D’Mark said, “The Boomer Bubble Blowing Championship conceptualised by Wrigley is a novel marketing initiative. We are delighted to have partnered with Wrigley’s Boomer to look into the overall event management of this property. We brought with us 14 years of experience in creating unique concepts and establishing property coupled with Wrigley’s marketing strategy which is in sync with Indian consumers needs. It is a big honour to be awarded against other long established properties of India.”
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About Boomer
Boomer is an undisputed leader in the gum category since 1995. Boomer has ruled the bubblegum segment with more than 50% market share. It is an innovation leader with most product formats and flavours under a single brand. It reaches over 1.25 million outlets and is one of the most visible/recalled brands in the confectionery segment.
About Wrigley
Wm. Wrigley Jr. Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate. The Company has operations in more than 40 countries and distributes its world-famous brands in more than 180 countries. Three of these brands – Wrigley’s Spearmint®, Juicy Fruit®, and Altoids® – have heritages stretching back more than a century. Other well-loved brands include Doublemint®, Life Savers®, Skittles®, Big Red®, Boomer®, Pim Pom®, Winterfresh®, Extra®, Starburst®, Freedent®, Hubba Bubba®, Orbit®, Excel®, Creme Savers®, Lucas®, Eclipse®, Airwaves®, Solano®, Sugus®, Lockets®, P.K. ®, Cool Air® and 5™. Wrigley is headquartered in Chicago, IL and operates as a subsidiary of Mars, Incorporated, based in McLean, VA. Mars is a $27-billion, family-owned company that produces some of the world’s leading confectionery, food and petcare products and has growing beverage and health & nutrition businesses.
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