A partner since 2001, Wrigley Canada will continue to promote Juicy Fruit, the ‘Official Chewing Gum of the NBA in Canada’. The partnership hopes to focus on the NBA’s popularity with young fans, as Wrigley Canada continues its commitment to NBA events and basketball activities.
NBA Hoop-It-Up, the official 3X3 basketball tournament of the NBA in Canada, is visiting eight Canadian cities through July.
Juicy Fruit’s on-site ‘King of the Court’ contest sees participants show off their best one-on-one moves.
‘NBA Jam Session’, Canada's premiere hoops festival, is traveling throughout the country in September and features basketball-themed game courts, contests and activities. ‘Juicy Fruit Sweeeet Shots’ offers fans the chance to emulate some of the best plays of the 2004-05 NBA season.
Wrigley Canada will also use integrated packaging, consumer and retail promotions, street-level marketing, on-line promotions and media during NBA game broadcasts.
Said Richard Parkinson, director of marketing, Wrigley Canada. “Research has told us that 74 per cent of Canadian teens feel that the NBA is a cool association for Juicy Fruit. Therefore, extending our agreement with the NBA made sense as we continue to find ways to interact with this target.”
