Wrigley Ups Marketing Spend on Candy Brands

17 April 2006

US gum and confectionery giant Wrigley is ramping up marketing spend on its disappointing Altoids and Life Savers brands.

The Chicago-headquartered company paid Kraft Foods $1.5 billion (€1.23bn; £856m) for the mints and candies brands in 2004 [WAMN: 17-Nov-04] but ceo Bill Wrigley Jr says they had received "limited marketing and innovation support" before and since the acquisition.

ACNielsen data shows Altoids sales have fallen 17% since Wrigley's ownership, while Life Savers have dropped 8% and Creme Savers have plunged 33%.

Credit Suisse analyst Rob Moskow believes the world's biggest gum maker will have up spending on the trio by a minimum of $10 million. Annual sales total around $400m.

Comments Wrigley spokeswoman Jessica Schiller: "We are adding brand support at more significant levels to regain awareness and presence of these brands."

Data sourced from AdAge.com; additional content by WARC staff