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This Company Profile provides key details and analysis of Wm Wrigley Jr Company, including its latest activities, market position, financial performance, Brands, structure and history, together with o ...

The challenge was to break out of the functional constraints of the Gum category to build a brand recognized as a meaningful part of the lives of teens and regain their lost consumption. This integrat ...

Wrigley is the long-term leader of the gum category with a stable of big brands, but the company wanted a product that dominated both in terms of sales and in the strong bond it had with consumers. Or ...

Altoids, a “curiously strong” British brand of breath mints developed a cult following among sophisticated American consumers in the mid 1990s. An outdoor and print campaign created by Leo Burnett bui ...

This paper describes how the award winning "No Matter What" campaign successfully launched Orbit in the US, such that in 2004, the gross U.S. sales of all Orbit products exceeded $90 million (approx £ ...

At 31 % market share, Juicy Fruit remained the number one brand in the early 2000s but was losing ground to competitors. To reconnect with its key consumers, kids aged 12 to 17, in 2002 Wrigley launc ...

This paper describes how within the first four weeks of the product launch, the "Altoids Gone Sour" push resulted in more than 500,000 visits to the brand's interactive website. According to Leo Burne ...

In the 1990s, Juicy Fruit was a struggling brand. It had failed to keep pace with new sugar free products and by 2001, it had a 4.3 percent share, well behind the market leaders Excel and Dentyne Ice. ...

Wrigley faced the challenge of incrementally growing the Orbit gum brand in year 3 via the launch of Cinnamint and Bubblemint, without cannibalizing its existing 3 flavors. Orbit would need to reach t ...

Since the late 1980s, sales of Juicy Fruit chewing gum had been in decline in Australia. Wrigley’s decided to target teenagers, refocus on the brand and revitalise it with two new product flavours. In ...

Advertising remains the only logical explanation for this brands meteoric rise in the market. (Perhaps that is not surprising when you consider that the chewing gum market tends to be impulse driven) ...