The brand is marketed for its intense flavor similar to the effect one would get from the consumption of cough drops (which are also sold by Wrigley's).
This intensity of flavor is obtained by including Eucalyptus and Menthol in the candy coating of the tablets of gum.
Airwaves has often been seen to rapidly relieve cold symptoms (By clearing the nasal and throat passages) for short periods of time.
The chewing gum was featured in Tom Clancy's Splinter Cell: Chaos Theory several times, with Sam Fisher, the game's protagonist, eating from a clearly displayed pack in the first mission cutscene, and clearly visible next to a radio in another cutscene, suggesting that Fisher may be a fan of the gum.
Late in 2008, Airwaves became the official chewing gum of the FIA World Rally Championship.