PP flip-top debuts Wrigley mints

In what it bills as the first Doublemint brand debut in more than 90 years, the Chicago-based Wrigley Co. is massaging the mint market, rolling out Wrigley's Doublemint™Twins® nationwide. The flavors are Mintcreme and Wintercreme, each blending two flavors in one mint, with each mint decorated with the double-arrowhead Doublemint logotype.

The package, holding 37 mints with a suggested unit retail price of 69 cents, is a clarified polypropylene rigid container decorated with a full-body shrink label. The label, along with carrying over a trademark previously limited to Wrigley's chewing gum, also covers part of the integrally hinged flip-top, serving as a tamper-resistant feature. Wrigley doesn't discuss specs for the package or its suppliers. Its marketing director, Shari Matras, does tell PD that the "sleek, convenient flip-top package is slim enough to fit in a pocket. The rounded, ergonomic shape provides smooth, easy handling for sharing with others."

The marketer says the packages will be merchandised through unique modular displays in convenience, grocery and drugstores. The introduction will be supported by an integrated marketing campaign, including TV, print and out-of-home advertising, in-store shelf talkers and other means—exactly what might be expected for a debut that happens every 90 years or so.