How advertising put Omega chewing gum on the map but not on the rack

Nigel Carr

Explains the reasons why the UK market for chewing gum - dominated by Wrigley's -declined by 17% between 1976 and 1980.
Agency: Wasey Campbell EwaldAuthors: Nigel Carr

How advertising put Omega chewing gum on the map but not on the rack

INTRODUCTION

Consider a market worth 45 million at RSP where there is effectively only one brand, a brand that's had it all its own way for so long that it's become so fat and lazy and vulnerable, that the market is ripe for a major new market entry.

What's perhaps more difficult to believe is that such a product field still exists in the confectionery market.

In fact these were the outwards signs that the chewing gum...

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