Wm. Wrigley Jr. Company: Gotta Have Twisted Sweet campaign

At 31 % market share, Juicy Fruit remained the number one brand in the early 2000s but was losing ground to competitors.

Wm. Wrigley Jr. Company: Gotta Have Twisted Sweet campaign

Rayna Bailey

OVERVIEW

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...

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