Boomer, the bubble gum brand from Wrigley India today created a new meaning for FUN and MISCHIEF among friends with a brand new marketing campaign led through a TVC and tag line ----“PHAT LI” - “Phat” being the sound which emanates when the bubble bursts, and Phat Li to denote “pulling a gag”.
Phat Li encourages you to get your groove on and pull a fast one on your friends to spread the spirit of good, clean mischief. Whether it is fooling a colleague or scaring a sibling, Phat Li tries to take the boring out of the ordinary and make every situation a chance to have fun.
Taking the age-old tradition of camaraderie between friends, the campaign stays true, in a captivating manner, to the core brand promise of – FUN… Mischief… Pranks... Bubble Gum…
Speaking on the new brand campaign, Mr. Deepak Iyer, Managing Director, Wrigley India Pvt. Ltd. said, “Recognizing that the category isn’t limited to any one age group and on the back of an industry showing robust year-on-year growth, we felt that there was a need to expand the category and include more consumer groups in our communication. The new Boomer campaign is set to take the element of Fun to the next level.”
Abhinandan Jain, Brand Manager, Boomer, Wrigley India Pvt. Ltd said, “I am very excited as Boomer moves on to the next level. The change in positioning is a result of extensive consumer research and we are positive that our new campaign will resonate well with our consumers.”
According to Sonal Dabral, Chief Creative Officer and Chairman for DDB Mudra Group India, “The brand Boomer is about mischief and male camaraderie. Harmless mischief strengthens the bond of friendship, it makes moments spent together memorable and into tales to be told for a lifetime. The type of good humoured tricks is also consciously kept in a restorative fun zone where the revelation leads to greater bonding amongst friends. This is the kind of story this film tells. With its deep insight, upbeat and catchy music and fun execution, I'm sure this film will be loved by our target audience and will help them make friends with the brand.”
The Boomer TVC will be on air from 1st April 2014. The timing was also to catch the spirit of 1st April, a day dedicated to playing tricks on one another!
Apart from the TVC, Boomer would also engage in various marketing programs to make “Phat Li” the new lingo for clean mischievous tricks.
About Wrigley, a subsidiary of Mars, Incorporated
Wrigley is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, and lollipops. Wrigley’s world-famous brands – including Extra®, Orbit®, Doublemint®, and 5™ chewing gums, as well as confectionery brands Skittles®, Starburst®, Altoids® and Life Savers® – create simple pleasures for consumers every day. With operations across 50 countries and distribution in more than 180 countries, Wrigley’s brands bring smiles to faces around the globe. Wrigley is headquartered in Chicago, Illinois., and operates as a subsidiary of Mars, Incorporated. The company employs approximately 17,000 associates globally, and operates as a subsidiary of Mars, Incorporated.
For more information, visit www.wrigley.com .
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™, WISDOM PANEL™ and SERAMIS®.
For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars.
Photo Caption
Image 1- Boomer - Creating a new meaning for fun & mischief
Image 2- Boomer - Creating a new meaning for fun & mischief 
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