Wm. Wrigley Jr. Company: Gotta Have Twisted Sweet campaign
Rayna BaileyOVERVIEW
Soon after its introduction in 1893, the Wm. Wrigley Jr. Company's Juicy Fruit chewing gum became the best-selling gum in the United States. Although Juicy Fruit was still number one in the early 2000s, with a 31 percent market share worldwide, the brand was losing ground to other gum brands, including Cadbury Schweppes' Trident, Dentyne, and Chiclets brands, which together claimed a 26 percent share of the worldwide chewing-gum market.
To reconnect with its key consumers—kids ages 12 to 17-in 2002 Wrigley launched an effort...