Subject Index
 

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 ...

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 £ ...